Sustainable Marketing and Consumer Support for Sustainable Businesses

Numerous studies have focused on how consumers evaluate the sustainability of products. However, researchers need more understanding about how consumer values and consumer perceptions of the marketplace practices of firms influence consumer support for those firms pursuing sustainable business practices. This is important in building knowledge about how sustainable marketing programs of firms might more strongly link marketing programs to consumer values and to what consumers prefer regarding sustainability. The study features an online survey and large-scale sampling in the US (304 respondents) with data analyzed using structural equation modeling. Three important results suggest 1) consumers’ nature-based values have the most positive influence on consumers’ support for sustainable businesses, 2) followed by attitude toward firm benevolence, and 3) concern about the ethicality of firms. Valuing social justice and recognizing business’ contribution to one's own quality of life did not register as being influential on consumers’ support for sustainable businesses.

© This manuscript version is made available under the CC-BY-NC-ND 4.0 license



Work Title Sustainable Marketing and Consumer Support for Sustainable Businesses
Open Access
  1. Mark Peterson
  2. Elizabeth A. Minton
  3. Richie L. Liu
  4. Darrell E. Bartholomew
  1. Sustainability
  2. Sustainable marketing
  3. Sustainable business
  4. Business ethics
  5. Business benevolence
  6. Social justice
  7. Quality of life
License CC BY-NC-ND 4.0 (Attribution-NonCommercial-NoDerivatives)
Work Type Article
  1. Sustainable Production and Consumption
Publication Date October 17, 2020
Publisher Identifier (DOI)
Deposited February 17, 2023




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Work History

Version 1

  • Created
  • Added SPC_2020_568.R2-SupportForSustainableBusinesses-Clean.docx
  • Added Creator Mark Peterson
  • Added Creator Elizabeth A. Minton
  • Added Creator Richie L. Liu
  • Added Creator Darrell E. Bartholomew
  • Published
  • Updated Work Title, Keyword, Publication Date Show Changes
    Work Title
    • Sustainable Marketing and Consumer Support for Sustainable Businsses
    • Sustainable Marketing and Consumer Support for Sustainable Businesses
    • Sustainability, Sustainable marketing, Sustainable business, Business ethics, Business benevolence, Social justice, Quality of life
    Publication Date
    • 2021-07-01
    • 2020-10-17
  • Updated