Beyond profit How sustainable consumer behavior shapes the longevity of family businesses

Abstract

The research establishes sustainability-related consumer conduct as a foundational force which determines family business duration while establishing sustainability as both ethical and strategic. The proposed research established a dual-mediated framework which demonstrates sustainable consumer orientation (SCO) is linked to improved family business sustainability strategies (SSFB) and brand reputation (BR) thus strengthening long-term firm performance and high-performance indicators. The authors conducted a survey of 700 Jordanian respondents which used structural equation modeling (SEM) through SmartPLS for analysis. Relational exchange with stakeholders functions as a significant predictor for building SSFB and developing FV which acts as both intermediate forces between consumer values and business outcomes. CSP demonstrated a direct relationship to brand reputation which then affected consumer loyalty and performance indicators. This study contributes to theoretical knowledge by resolving the intention-behavior difference and defining the relationship between consumer trust and authenticity for the sustainability of family businesses. Practically, it offers insights for family-owned firms on leveraging generational leadership, transparent communication, and digital storytelling to build credibility and long-term consumer loyalty in increasingly skeptical markets.

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