Consumers’ Sustainability Perceptions: A Focus Downstream In The Supply Chain

Paper presented at AIB US Southeast 2015 Conference Link to Abstracts:http://www.aibse.org/wp-content/uploads/2015/11/2015-AIBSE-Proceedings-November-11.pdf This paper aims to focus downstream in the supply chain by exploring consumers’ perceptions towards sustainability practices. The moderator effect of price and the effect of price in different cultural contexts are also investigated. A quantitative research methodology using scenario-based experiments was employed. Two experiments were conducted using research participants from the US and Turkey. The results reveal that high prices negatively moderate the effect of sustainability on consumer behavior and high sustainability and a low price strategy will lead to an increase in consumers’ commitment, satisfaction, and loyalty levels