{"title":"Purpose wins? A study of purpose-profit orientations, stakeholder perceptions and trust in firms","authors":"Suzanne Peters","doi":"10.1108/jcom-12-2022-0133","DOIUrl":null,"url":null,"abstract":"<h3>Purpose</h3>\n<p>The research seeks to evaluate stakeholder perceptions of firms, the extent these assessments impact trust in firms and possible implications for sustainability communications.</p><!--/ Abstract__block -->\n<h3>Design/methodology/approach</h3>\n<p>Three studies were undertaken involving two experiments (<em>n</em> = 436, <em>n</em> = 393) and one survey (<em>n</em> = 217). Analyses of variance was used in all three studies and in studies 2 and 3—to test for possible mediators—each variable was tested using Hayes' PROCESS macro (Hayes, 2013) with bootstrapping of 5,000 samples.</p><!--/ Abstract__block -->\n<h3>Findings</h3>\n<p>Results demonstrate significant favouring of sustainability-minded firms. Some differences between consumers and investors were found but also notable commonalities such as a general propensity to favour purpose-oriented firms and similar determinations of trust in firms.</p><!--/ Abstract__block -->\n<h3>Practical implications</h3>\n<p>Findings could support more effective sustainability communications and firm decisions regarding investments in purpose- and sustainability-oriented initiatives. The results may also support designs to pursue and promote designations (e.g. B Corp) that legitimize sustainability claims.</p><!--/ Abstract__block -->\n<h3>Originality/value</h3>\n<p>This research was unique in its evaluation of two stakeholder types in the same context. Further, it provides new insights into how a firm’s profit-purpose orientation affects stakeholder perceptions and assessments of trustworthiness.</p><!--/ Abstract__block -->","PeriodicalId":51660,"journal":{"name":"Journal of Communication Management","volume":null,"pages":null},"PeriodicalIF":3.1000,"publicationDate":"2024-01-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Communication Management","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1108/jcom-12-2022-0133","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"COMMUNICATION","Score":null,"Total":0}
引用次数: 0
Abstract
Purpose
The research seeks to evaluate stakeholder perceptions of firms, the extent these assessments impact trust in firms and possible implications for sustainability communications.
Design/methodology/approach
Three studies were undertaken involving two experiments (n = 436, n = 393) and one survey (n = 217). Analyses of variance was used in all three studies and in studies 2 and 3—to test for possible mediators—each variable was tested using Hayes' PROCESS macro (Hayes, 2013) with bootstrapping of 5,000 samples.
Findings
Results demonstrate significant favouring of sustainability-minded firms. Some differences between consumers and investors were found but also notable commonalities such as a general propensity to favour purpose-oriented firms and similar determinations of trust in firms.
Practical implications
Findings could support more effective sustainability communications and firm decisions regarding investments in purpose- and sustainability-oriented initiatives. The results may also support designs to pursue and promote designations (e.g. B Corp) that legitimize sustainability claims.
Originality/value
This research was unique in its evaluation of two stakeholder types in the same context. Further, it provides new insights into how a firm’s profit-purpose orientation affects stakeholder perceptions and assessments of trustworthiness.