Corporate Sustainability Managing Responsible Business in a Globalised World

This chapter discusses when, how and why consumers interact with corporate sustainability, both responding to it and, ultimately, shaping it. The chapter first outlines the two types of consumer behaviours that a company’s sustainability actions seek to impact: pro-company behaviours and pro-sustainability behaviours. Because the former is more directly critical to the survival and success of companies, this chapter focuses primarily on pro-company behaviours. The bulk of the chapter then explores the psychological processes that determine when consumers respond most favourably to corporate sustainability, and why. The different thoughts, feelings and motivations consumers have about a company’s sustainability efforts come together as the 3 U’s: Understanding, Utility and Unity. Understanding is how well consumers understand a company’s sustainability efforts. Utility is the value consumers get from such efforts. Unity is the sense of connection consumers feel with a company based on these efforts. The 3 U’s need to work synergistically for the key sustainability-guided behaviours to be obtained. Finally, the chapter discusses the key consumer, company and contextual factors that determine the exact nature of the 3 U’s and the extent to which these come together to produce pro-company behaviours.