LAUSR

Abstract Numerous studies have focused on how consumers evaluate the sustainability of products. However, researchers need more understanding about how consumer values and consumer perceptions of the marketplace practices of firms influence consumer support for those firms pursuing sustainable business practices. This is important in building knowledge about how sustainable marketing programs of firms might more strongly link marketing programs to consumer values and to what consumers prefer regarding sustainability. The study features an online survey and large-scale sampling in the US (304 respondents) with data analyzed using structural equation modeling. Three important results suggest 1) consumers’ nature-based values have the most positive influence on consumers’ support for sustainable businesses, 2) followed by attitude toward firm benevolence, and 3) concern about the ethicality of firms. Valuing social justice and recognizing business’ contribution to one's own quality of life did not register as being influential on consumers’ support for sustainable businesses.