You can join us via Zoom using the following link: https://gatech.zoom.us/j/91882757109

The abstract is included below, and a copy of the dissertation is available upon request. 

Best Regards, 

Yuly Hong

Area: Marketing

Committee Members: Dr. Sara Dommer (Co-chair, Penn State University), Dr. Michael Lowe (Co-chair), Dr. Samuel Bond, Dr. Karen Winterich (Penn State University), Dr. Koushyar Rajavi

Title: Sustainability Efforts with Consumers

Abstract:

In light of unprecedented economic and societal growth following conventional development models, it has become evident that maintaining the status quo is unsustainable. While companies are increasingly adopting environmentally and socially responsible practices, achieving true sustainability requires a shift in consumer values and behaviors. In my dissertation, I investigate ways that companies can effectively engage consumers in their sustainability efforts with a particular emphasis on establishing strong relationships with consumers in the pursuit of sustainability.

The first essay examines the benefits of acknowledging customer participation in various company circular economy initiatives such as take-back programs, product repair programs, and reusable takeout container programs. Across seven studies, including both lab experiments and a field experiment, I demonstrate that when a company explicitly acknowledges their customers’ participation in its circular economy programs, customers feel that they are valued as a partner by the company in their joint efforts toward sustainability. The enhanced feelings of social worth lead customers to perceive the company as more sustainable and to increase their future participation intentions as well as actual participation with the company. As the demand grows for “circular economy,” my findings offer companies a viable and straightforward way to strengthen their sustainable image and encourage persistent consumer sustainable behavior.

The second essay focuses on the positive impact of balanced efforts between companies and consumers in Corporate Social Responsibility (CSR) initiatives. Specifically, I hypothesize that compared to instances where either a company or a consumer more unilaterally advances a CSR effort, companies and consumers engaging in more balanced efforts will lead consumers to perceive the CSR initiative as both fair and belonging jointly to company and consumer. As such, I ultimately predict that CSR initiatives that balance company and consumer efforts will lead consumers to feel greater cohesiveness with the company. Through three studies involving both real company CSR initiatives and hypothetical scenarios, I demonstrate the positive effect of balanced company and consumer CSR efforts on consumer perceptions of cohesiveness and the subsequent purchase intentions with the company.