Enhancing Corporate Sustainability Through Customer Centricity and Corporate Purpose

IF 12.5 1区管理学 Q1 BUSINESS

Business Strategy and The Environment Pub Date : 2025-03-11 DOI:10.1002/bse.4232

Sergio Pardo‐Jaramillo, Álvaro Lleó‐de‐Nalda, Miguel I. Gómez, Ignacio Osuna Soto

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引用次数: 0

Abstract

This study investigates the interplay between Customer Centricity (CC), Corporate Purpose (CP), quantified by the Purpose Strength Index (PSI), and Corporate Sustainability (CS), as evidenced by Organizational Citizenship Behaviors (OCB). Survey data from 2607 employees across diverse sectors were used to assess how CC enhances CS and the moderating role of PSI on the relationship between CC and different dimensions of OCB. Findings reveal a direct, positive correlation between CC and CS, significantly boosting extra‐role, social, and environmental behaviors. Moreover, while the PSI promotes social and environmental engagement, its influence on extra‐role behaviors appears minimal. This research provides new insights into the role of marketing strategies in promoting CS and offers a framework that merges customer‐centric and purpose‐driven approaches to sustainability. Our study contributes to the literature by highlighting the strategic importance of aligning CC with CP to strengthen CS, underpinning significant theoretical and practical advancements in sustainable practices.

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通过以客户为中心和企业宗旨增强企业可持续性

本研究以组织公民行为（OCB）为证据，探讨顾客中心性（CC）、目的强度指数（PSI）量化的企业目的（CP）和企业可持续性（CS）之间的相互作用。本研究采用2607名不同行业员工的问卷调查数据，考察了沟通沟通对沟通沟通的促进作用，以及PSI对沟通沟通与组织行为不同维度之间关系的调节作用。研究结果显示，CC和CS之间存在直接的正相关关系，显著促进了额外角色、社会和环境行为。此外，虽然PSI促进了社会和环境参与，但其对额外角色行为的影响似乎微乎其微。这项研究为营销策略在促进CS中的作用提供了新的见解，并提供了一个框架，将以客户为中心和以目的为驱动的可持续性方法结合在一起。我们的研究通过强调将CC与CP结合起来以加强CS的战略重要性，为可持续实践的重大理论和实践进步奠定了基础，从而为文献做出了贡献。

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

Business Strategy and The Environment Multiple-

CiteScore

22.50

自引率

19.40%

发文量

336

期刊介绍： Business Strategy and the Environment (BSE) is a leading academic journal focused on business strategies for improving the natural environment. It publishes peer-reviewed research on various topics such as systems and standards, environmental performance, disclosure, eco-innovation, corporate environmental management tools, organizations and management, supply chains, circular economy, governance, green finance, industry sectors, and responses to climate change and other contemporary environmental issues. The journal aims to provide original contributions that enhance the understanding of sustainability in business. Its target audience includes academics, practitioners, business managers, and consultants. However, BSE does not accept papers on corporate social responsibility (CSR), as this topic is covered by its sibling journal Corporate Social Responsibility and Environmental Management. The journal is indexed in several databases and collections such as ABI/INFORM Collection, Agricultural & Environmental Science Database, BIOBASE, Emerald Management Reviews, GeoArchive, Environment Index, GEOBASE, INSPEC, Technology Collection, and Web of Science.