Abstract
In a modern world sustainable business development is the adaptation of strategies and actions in order to meet the needs of the organization and society for nature conservation, social welfare and economy. Increasing concern for environmental and social issues commit business to take responsibility and adopt sustainable development principles into strategic management. The research on corporate sustainability examined in this article shows significant relationship of sustainable business between the company's reputation and customers behaviour, while brand image takes the mediating role on all of them. The following theoretical model was created: the impact of corporate sustainability on customer perceived corporate reputation and customer buying decision behaviour shows the relation between these determinants.
Highlights
In today’s global world sustainability is getting an increasing attention in academic and business fields
It can be stated that sustainability and corporate social responsibility have become an integrated part of business activity
It is possible to expand the model with new determinants and investigate how corporate sustainability communication impact customer behaviour and perception, test how demographics impact sustainability perception, willingness to choose sustainable products and investigate what initiatives are important to customers
Summary
In today’s global world sustainability is getting an increasing attention in academic and business fields. In accordance to Wang (2018), Wiederhold, Martinez, (2018), customer awareness about CSR, the level of control play an important role This means that customers make the decision based on the information they have about sustainable business activities, on the understanding about CSR and how responsible behaviour influence positive changes on the society and environment. Customers have become more sustainable aware and more often include sustainable and socially responsible activity as one of the criteria in their purchase decision making process These trends and lack of research in this area (especially in Lithuania) bring the assumption to analyze how sustainability influence customer behaviour and corporate reputation in more details. The theoretical model for future research is presented
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