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

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.