Firms’ Sustainability Marketing Commitment: The Roles of Chief Marketing Officers’ Future Focus and Prosocial Motivation

IF 3.7 4区管理学 Q2 BUSINESS

Journal of Macromarketing Pub Date : 2023-05-07 DOI:10.1177/02761467231174027

Nguyen N. Q. Thu, Nguyen Dinh Tho

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Abstract

Drawing upon the time perspective and self-determination theories, this study examined the role of two personal resources of chief marketing officers (CMOs), including future focus and prosocial motivations (pleasure-based and pressure-based), in firms’ sustainability marketing commitment in Vietnam, an emerging and transitioning market. The results produced by structural equation modeling, based on a sample of 286 CMOs of firms, revealed that CMOs’ future focus had a positive effect on firms’ sustainability marketing commitment. In addition, pleasure-based and pressure-based motivations partially mediated the relationship between CMOs’ future focus and firms’ sustainability marketing commitment. The results produced by necessary condition analysis demonstrated that, among three CMOs’ personal resources, only CMOs’ pleasure-based prosocial motivation plays the role of a necessary condition for the presence of firms’ sustainability marketing commitment. The study findings highlight the role of CMOs’ personal resources in achieving sustainability marketing of firms in emerging and transitioning markets.

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企业可持续营销承诺:首席营销官未来关注与亲社会动机的作用

利用时间视角和自我决定理论，本研究考察了首席营销官(cmo)的两种个人资源，包括未来焦点和亲社会动机(基于快乐和基于压力)在越南这个新兴和转型市场中企业可持续营销承诺中的作用。基于286家企业首席营销官样本的结构方程模型结果显示，首席营销官对未来的关注对企业的可持续营销承诺有正向影响。此外，快乐动机和压力动机在cmo未来关注与企业可持续营销承诺之间的关系中起到部分中介作用。必要条件分析的结果表明，在三个首席营销官的个人资源中，只有首席营销官的愉悦型亲社会动机是企业可持续营销承诺存在的必要条件。研究结果强调了cmo个人资源在新兴市场和转型市场中实现企业可持续营销中的作用。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Macromarketing BUSINESS-

CiteScore

5.00

自引率

25.80%

发文量

期刊介绍： The Journal of Macromarketing is primarily a marketing journal (although it includes a wide range of social science disciplines) that focuses on important societal issues as they are affected by marketing and on how society affects the conduct of marketing. The journal covers macromarketing areas such as marketing and public policy, marketing and development, marketing and the quality of life, and the history of marketing.