Stolz J. , MOLINA SÁNCHEZ, HORACIO, RAMÍREZ SOBRINO, JESÚS NICOLÁS

No

Dev. Mark. Sci.

Capítulo de un Libro

Científica

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https://www.scopus.com/inward/record.uri?eid=2-s2.0-85125227658&doi=10.1007%2f978-3-319-24184-5_169&partnerID=40&md5=787f1566e11ba8ff54e55e13bf76a6d1

01/01/2016

2-s2.0-85125227658

10.1007/978-3-319-24184-5_169

This study focuses on the consumer’s perceived corporate sustainable activities in a cross-national comparison, contrasting German (n = 486) and Spanish (n = 503) consumers. We find German respondents to perceive a higher corporate sustainable behavior and better provided sustainable communication, ascertaining the highest perception among males between 18 and 25 years in Germany. Among the Spanish respondents, males were identified to exhibit the highest perception, whereas age proved to be not an influencing factor. Demonstrating different perception levels between the analyzed countries, our results indicate a better corporate sustainability level in Germany. Findings aim to help especially multinational companies to improve their information system, segment their customer base and define their marketing strategy. © 2016, Academy of Marketing Science.

consumer; corporate communication; Germany; perception; Spain; Sustainable consumption

• HORACIO MOLINA SÁNCHEZ