Corporate Sustainability Initiatives and Consumer Values as Drivers of Sustainable Performance: The Role of Authenticity and Action Plans

Abstract

The present study explored how corporate sustainability efforts and consumer attitudes towards the environment affect sustainable performance in terms of perceived company authenticity and sustainability action plans. The study employed quantitative research design, and the data was collected using a structured questionnaire from which a total of 292. The independent variables were the initiatives of the company on sustainability and the value of the environment to consumers, the mediating variables perceived authenticity of the company and implementation of SAP, and the dependent variable was the company's sustainable performance. The findings suggest that consumer environmental value positively affects sustainable performance, meaning that the environment-conscious consumers can positively drive firms to become more responsible and sustainable. The study finds that implementing action-based solutions can boost sustainable performance if companies are able to integrate genuine sustainability programs with appropriate actions.

Keywords- Corporate Sustainability Initiatives; Consumer Environmental Value; Perceived Corporate Authenticity; Sustainability Action Plans; Sustainable Performance; Environmental Concern