Abstract
PurposeThis study evaluated the effects of adherence to social missions and relational outcomes on willingness to pay for products from social enterprises.Design/methodology/approachThe study’s conceptual model was based on the social resource–based view. Three social enterprises in Taiwan were analysed, and the determinants of willingness to pay for products from these enterprises were investigated. An online survey was conducted, and 404 valid responses were collected and analysed using structural equation modelling. The moderating effect of sustainability orientation was evaluated using the multigroup method.FindingsThe results indicated that adherence to social missions was a critical predictor of relational outcomes and willingness to pay. In addition, sustainability orientation positively moderated the effect of relational outcomes on willingness to pay.Originality/valueThis study enriches the literature by applying the social resource–based view to the context of social enterprises. The study findings have key implications for managers and practitioners of social enterprises seeking to build relationships with stakeholders.
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