Abstract
ABSTRACT Consumers wish to purchase eco-friendly products, but their perception of the environmental friendliness of products and services can be influenced differently by organizational agility and the personality traits of sustainability-oriented chief executive officers (CEOs). Therefore, it is crucial to study consumer perceptions and responses to environmental friendliness. This study investigates the impact of the combination of sustainability-oriented CEOs’ personality traits and organizational agility on customers’ perceived environmental friendliness using upper echelons theory. The research is conducted through a survey and analyzed using structural equation modeling. The results indicate that the personality traits of sustainability-oriented CEOs influence customers’ perceptions of environmental friendliness differently depending on organizational agility. Additionally, the degree whereto customers perceive environmental friendliness affects their continuous purchase decisions. This study provides practical insights for practitioners and managers in the marketing field, contributing to existing research on consumer behavior and competitive advantage through sustainability.
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