Using Sustainability Reports as a Method of Cause-Related Marketing for Competitive Advantage

Theoretical Background

One of the earliest definitions of sustainability can be traced to a 1987 United Nations conference where sustainability is defined as developments that “meet present needs without compromising the ability of future generations to meet their needs” (WCED, 1987). For the purposes of this study we closely adhere to the United Nations definition of sustainability, and further define ‘sustainability reporting’ as documentation of an organization’s focus on environmental issues as a central component of normal business operations. These business operations include waste reduction, eliminating pollution, recycling & the use of materials that are easily recycled, utilizing energy efficient operations, the use of green power (solar, wind, hydro, etc.), and supporting non-profit environmental organizations and initiatives.

Based on previously published literature we use two constructs (consumer purchase intentions and consumer loyalty) to measure consumer behavior and two constructs to measure consumer perception (consumer trust and value congruence).