What makes consumers respond to creating shared value strategy? Considering consumers as stakeholders in sustainable development

Abstract

Abstract Creating shared value is a strategic approach for sustainable development connected to social value that moves away from a corporation's profit and competition‐oriented strategies. This study examines consumers' responses, including attitudes and intentions to participate in a strategy creating shared value by applying the persuasion knowledge model. Results reveal that consumers formed positive attitudes mainly through persuasive knowledge, which led to higher intentions to participate in creating the shared value strategy. This study also provides evidence for the role of consumers' propensity for socially responsible consumption, and intentions became stronger when consumers had a strong propensity for socially responsible consumption. This study elaborates on the discussion around corporations' strategies for achieving a sustainable society through social‐centric corporate strategies that can be developed by reconciling corporate and consumer morality in the marketplace.

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