The Impact of Consumers on Corporate Sustainability: A Research Report

This research report explores the significant role of consumers in driving corporate sustainability, focusing on the company Buy Me Once as a case study. The report begins with an introduction to corporate sustainability, outlining its three pillars: social, economic, and environmental. A comprehensive literature review examines the influence of corporate sustainability on customer engagement, highlighting the benefits of sustainable practices such as improved brand recognition and customer loyalty. The research methodology employs a quantitative approach, utilizing surveys to gather data. The analysis section presents findings on the influence of corporate sustainability, the role of customer engagement, and how customers drive sustainability. The conclusion summarizes the key findings and offers recommendations for businesses. The report emphasizes the importance of sustainability in attracting and retaining customers, providing valuable insights for businesses seeking to enhance their sustainability efforts.

Research
Dissertation

Table of Contents
INTRODUCTION......................................................................................................................4
LITERATURE REVIEW...........................................................................................................5
RESEARCH METHODOLOGY...............................................................................................7
DATA ANALYSIS AND INTERPRETATION.....................................................................10
CONCLUSION AND RECOMMENDATION.......................................................................23
Introduction:.........................................................................................................................23
Conclusion............................................................................................................................23
Recommendation..................................................................................................................23
REFERENCES.........................................................................................................................25
APPENDIX..............................................................................................................................27

Title: To what extent consumers drive corporate sustainability.
INTRODUCTION
Corporate Sustainability (CS), in this global world is providing benefits to the
company by engaging more and more customers. In simple terms, corporate sustainability is
said to be a process through which needs are fulfilled without compromising future demands.
Corporate sustainability, primarily stands on three pillars i.e. social, economic and
environment means people, planet and profits respectively. Therefore, in an organisation,
incorporating these three pillars business can attract more and more people (Lueg, Pedersen
and Clemmensen, 2015). Not only customers, corporate sustainability is developing a sense
of concern amongst customers which is appealing them to invest money not only for
economic profits but for social cause as well.
Background of research
Nowadays, customers are involving themselves in understanding the behaviour,
nature and performance of the organisation. Thus, on the basis of this companies are trying to
fascinate more and more consumers towards their organisation. With the help of this
research, researcher will try to find how corporate sustainability influence a company
whether in a positive or a negative manner (Grayson, 2011). Corporate Sustainability has a
great role in influencing customer so, through this research investigator will determine if
(CS), with the services and facilities provided by the firm is helping them in engaging a large
number of patrons or not. Lastly, this research will provide information related to customers
about how they can drive corporate sustainability in a positive sense.
In context with the present research, “By Me Once” is the company which will be
undertaken for having appropriate knowledge related to corporate sustainability within the
organisation. In the year around 2016, this company was founded by Tara Button. Basically,
this is an online shopping website that provides goods which are sustainable and durable as
well. Currently, company is having approximately 2,000 products and delivering them across
the globe but mainly in UK and US. Organisation is known for its commitment of provide
goods which last for a long time (Theotokis and Manganari, 2015).

Research aim
“To investigate the role of corporate sustainability in engaging customers”. A study
on Buy Me Once.
Research Objectives
To understand the influence corporate sustainability.
To determine the role of corporate sustainability in improving customers engagement.
To ascertain how customers, drive corporate sustainability.
Research Questions
What is the influence corporate sustainability?
What is the role of corporate sustainability in improving customers engagement?
How customers drive corporate sustainability?
Rationale of Research
The main reason behind selecting this topic is to effectively analysis the role of
corporate sustainability in engaging customers (Ioannou and Serafeim, 2012). As it also
provides vast information to researcher through which investigator can easily draw a valid
conclusion and make overall research more successful. In addition of this, researcher also
carry out this research for improving their personal and professional skills so that they can
easily execute research activities and at the same time also able to undertake future research.
This is the reason that researcher can easily enhance skills towards the selected research topic
(Schaltegger, Lüdeke-Freund and Hansen, 2012). With the assistance of this, investigator
make overall study more successful and reliable as well.
LITERATURE REVIEW
This section is playing a crucial role in undertaking research as it provides theoretical
framework through which investigator can easily analysis the research topic in an effective
manner. It is part of secondary method of data collection that includes various sources to
gather detailed and in-depth information towards the identified research objectives. This will
provide better support to researcher in taking right decision at the end of investigation that
directly contributes in making overall research in a reliable manner. Mainly, it includes
various sources such as books, journals, articles, magazines, newspaper and many more. All
these would be applied by investigator to gather accurate and detailed information about the

research topic in order to attain positive outcomes (Delai and Takahashi, 2013). Along with
this, it is also based on the influence of corporate sustainability over the customers
engagement. As it is a topic that provide vast data that assist investigator into draw a valid
conclusion at the end of the investigation. Furthermore, this section also includes various
themes that is based on the research objectives set by researcher to analysing the depth
evaluation over the research topic that directly contributes in determining the appropriate
alternatives to resolve the problem mentioned within the research (Lozano, 2012).
Influence corporate sustainability
According to Sheldon and Park, 2011, Corporate sustainability may have different
interpretations based on the market situation. Essentially, the idea of sustainability may be
characterized as addressing the needs of the current without affecting the potential of
subsequent generations to satisfy their needs. In this context, three critical principles are often
connected to the subject of corporate sustainability: social, environmental and economic (also
referred to as people, the earth, and profits). Combined, these key components allow
companies adopt sustainability in a way that promotes productivity, economic growth, and
shareholder value (Mahr, Lievens and Blazevic, 2014). Corporate development is an
alternative to the standard system of growth and income maximization. Though corporate
sustainability understands the importance of business growth and productivity is easily
evaluated that also assist in inviting more and more people towards the company and its
offering. The three foundations of corporate sustainability – economic, social and
environmental – work together to help companies aim for more sustainable practices.
Businesses need to switch from an obsolete concept of quick profits to more cooperative
interdependence and eco-innovation at the expense of the community. Implementing
sustainable practices not only enhances the environment-corporations have also shown that
sustainable programs lead to improved brand recognition, cheaper prices, satisfied
shareholders, higher efficiency, and many more advantages. Sustainability is here to stay with
us (Rishika and et. al., 2013).
Role of corporate sustainability in improving customers engagement
According to Karaosmanoglu, Bas and Zhang, 2011, Corporate sustainability
promotes the idea that enterprises can follow sustainable growth and efficiency initiatives that
fulfil particular socioeconomic objectives, such as: sustainable development, environmental
conservation, social justice and development of economy as well. Along with this, it is also

considered as an effective approach that aims to develop or create long term stakeholder
value that focus on the cultural, social and environmental culture and economic dimensions
of running the business activities at market place. As corporate sustainability and corporate
social responsibility are similar with each other because both are focusing on the economic
development activities. Thus, it is crucial for business follow all the social responsibilities
with the aim of improving their performance. Therefore, customers are the key aspect of the
business and the growth and success of a business is based on the satisfaction of the
customers and corporations are concern over implementing effective corporate social
responsibilities for the intention of conducting systematic business operations. As per the
opinion analysis of Morali and Searcy, 2013, Corporate sustainability has plays vital role in
developing the brand image of the business and attract customers towards their firm and its
offerings, thus customers attraction are required for a business to gain more profitability and
sustainability. In addition to this, corporate sustainability also create value in Resilience to
negative information about the organization, Higher purchase intentions of customers,
Positive company evaluations and Increase in customer trust. However, these all are the key
role which are imperative for a business to gain growth and success.
RESEARCH METHODOLOGY
It is one of the important sections that help investigator to undertake research
activities in a systematic manner. It includes various methods and techniques that used by
investigator to gather relevant data and information in order to draw a valid conclusion.
Under this research, investigate use primary and secondary method of data collection which
may contributes in attaining positive and reliable outcomes at the end of the investigation
(Lenssen and et. al., 2011). By using primary method researcher prepare a questionnaire and
by using secondary method of data collection literature review will be undertake that support
in drawing a valid conclusion within the research activities. In addition of this, it is important
for researcher to select right and suitable method and technique to gather relevant data and
information in an effective manner. It includes various methods and techniques used to
effectively undertake the research activities in systematic way. All these are as follows:
Types of investigation: When conducting a research, there can be a possibility that
researcher has many choices. Selecting amongst one of them for an effective result is very
important. Generally, for doing a research investigation are of two types qualitative: this is
one of the basic forms and is used by most of the researcher. In order to improve knowledge

and understanding this is appropriate because it has theories and concepts. Thus, with the
help of this one can expand the sphere of knowledge in context with specific topic. Another
type of investigation is quantitative: this type in moreover confined with empirical variables
i.e. quantification. Further includes statistical procedures in order to evaluate different
variables (Epstein and Buhovac, 2014). Henceforth, for assessing results researcher has used
quantitative technique because it focuses on facts and information gathered are mostly in the
form of numbers. Moreover, needs a mathematical process in order to analyse numerical
values. Therefore, final result can be represented in a statistical form or terminologies.
Research philosophy: When doing a research, researcher had to follow a specific pattern or
steps in order to make the same valid and reliable. In relation to this research philosophy it is
of two kinds interpretivism: this is based on nature of human behaviour and guide
researcher in having proper understanding between social actors i.e. human and other objects.
It can be said that through this, researcher can have a proper understanding about social
behaviour by focusing on interpretation and subjective meaning. Whereas, positivism: this
research philosophy helps the investigator in having a hypothetical base based on scientific
evidence. It is highly structured and generally based on numeric values and observation (Zhu,
Sun and Leung, 2014).
Therefore, for conducting this research interpretivism was chosen and reason behind
this was its appropriateness for having an in-depth information which can be further
presented in detailed manner. As a result, it can further help investigator in evaluating a valid
conclusion.
Research approach: This defined to be the most imperative area of an investigation as it is
mainly relay upon deductive and inductive research approach, thus the selection of approach
is based on the information accumulated to assist an investigation in right manner. In the case
of this present investigation work, deductive research approach has been applied by the
researcher, therefore, this is most suitable approach to assist quantitative research in effective
manner, thus, deductive research is efficient in providing detailed analysis over the area of
analysing the role of corporate sustainability in engaging customers (Islam and Rahman,
2016) However, deductive research approach is effective in providing detailed analysis via
the support of descriptive information that are encompasses over developing suitable theories
and hypothesis.

Data collection: It is crucial for researcher to gather relevant data and information by using
different techniques and methods so that reliable and valid decision can be easily taken within
the investigation and at the same time also may draw an authentic conclusion. Mainly it
includes two methods such as primary and secondary (Liu and et. al., 2014). These are the
effective ways that help investigator in collecting valid information about the specified
research area and topic as well. Primary method is referring to the way in which data is
collected by investigator through first hand sources that contributes in taking accurate
judgement within the research activities. Along with this, it includes various sources of
primary data such as experiments, surveys, interview, questionnaire, observations and so on.
On the other side, secondary method of data collection is also effective as it provides
theoretical framework on the basis of research objectives thorough which investigator easily
undertake depth analysis in order to attain reliable outcomes at the end of the investigation. It
consists different aspects such as articles, books, journals, magazines and many more. For
undertaking this research, both methods will be used by researcher as it helps them in
improving the chances of attaining positive results. By using primary method, investigator
will prepare questionnaire that fill from selected respondents to understand their view point.
Along with this, secondary method helps in undertaking literature review that includes
different authors point of views towards the specified topic and area. With the assistance of
this, investigator can draw a valid conclusion and make overall research more effective or
successful as well (Lozano, 2011).
Data Strategy: Data strategy mainly defined as the choice and decision which together
provides a suitable assistance to the investigator to carry out the work in right manner to
drawn valid and reliable result. In the present investigation work, questionnaire is recognised
as the key strategy for conducting analysis in right direction over the area of analysing the
role of corporate sustainability in engaging customers, as it is effective in providing suitable
analysis with the support of charts and graphs (Azmat and Ha, 2013).
Data analysis: It is also important as it help investigator to evaluate all the collected
information in various aspect. In this researcher is responsible for analyse the data in
systematic way so that they can easily attain positive outcomes. It includes various techniques
to analyse the data such as thematic, regression and so on that effectively used by
investigation to effectively take right and accurate decision. In this research, thematic
analysis will be applied by researcher as it helps in developing different theme to represent all
the collected data (Engert and Baumgartner, 2016). Mainly, it also assists in determining the

actual response of selected respondents towards the specified research area. One of the main
advantages of this method is that it may save time and cost of researcher in developing it
more successful and reliable.
Research sampling: Under research activities, sampling is referring to the group of people
that are taken from a large number of populations with the aim of analysing their view point
towards the specified topic and research area. In this context, the main purpose of selecting
sample size is to draw a valid conclusion from the selected population. With the help of this,
it also enables investigator to easily collect as well as analysis the data. It is classified on the
basis of two type of techniques such as probabilistic and non- probabilistic (Ameer and
Othman, 2012). For undertaking current research, investigator will use probabilistic sampling
method in which sample chosen from the large number population. In this, researcher select
sample size by using random selection that everyone in selected population has known and
also get equal chances of getting selected. This will contribute in gathering actual data and
information towards the selected research theme. By using this technique, researcher select
40 respondents as a sample size who are the customers and employees of the company.
Research ethics: A research is mainly executed for the purpose of addressing An issue in
Suitable manner with the support of appropriate information that are accumulated from the
different sources. In the execution of a research it is important for the researcher to follow the
research ethics or the intention of assisting the work in a right manner and not facing any
kind of issue that affects the investigation work (Hansen and Schaltegger, 2016). The
primary obligation of the researcher is to ensure their respondents about the safety and
security of their personal data as in this present research primary investigation is executed
and the respondents needs a surety in regards to the safety and security of their private data.
researcher also needs to provide the consent to the respondent as it is important to taking
approval from the participants to provide appropriate data data relevant to the specific study.
In addition to this the researcher also focus to words time in cost as these two are Recognise
to be the two effective term which are needs to be analysed. The researcher needs to develop
an appropriate time scheme in which all activities of investigation and mention time so that
execution can be made in effective manner (Rego, e Cunha and Polónia, 2017).
DATA ANALYSIS AND INTERPRETATION
Frequency Table:
Q1) Do you have an appropriate understanding in regards to the concept of corporate Frequency

sustainability in the context of business?
Yes 39
No 1
Q2) As per your view, corporate sustainability is effective for a business to gain
growth and success?
Frequency
Yes 37
No 3
Q3) According to you, what key roles are performed by corporate sustainability in
attracting customers at market place?
Frequency
Positive company evaluations 10
Higher purchase intentions 7
Resilience to negative information about the organization 8
Increase in customer trust 15
Q4) As per your view, in which manner corporate sustainability influences customers
buying intention?
Frequency
Positive 30
Negative 4
Neutral 6
Q5) Do you think that, corporate sustainability contributes to shaping consumer
loyalty within Buy Me Once?
Frequency
Yes 36
No 4
Q6) As per your view, what are the key factors that pushes a business to emerge
corporate sustainability at workplace?
Frequency
Higher productivity 5
Increase in economic growth 10
Developing shareholder value 5
Higher customer base 20
Q7) According to your view, the implementation of corporate sustainability is
effective for Buy Me Once to increase their customers base?
Frequency
Yes 38
No 2
Q8) As per your view, what benefits can be gained through Buy Me Once via
executing corporate sustainability?
Frequency
Improved brand recognition 7
Maximising profitability 7

Highly satisfied shareholders 8
Increase customers attraction 18
Q9) From your view point, what key challenges are mainly faced by Buy Me Once in
managing corporate sustainability at workplace?
Frequency
Rapidly growing inequality 10
Transparency is the new norm 10
Increased hazards and risks to business 10
Loss of trust in the global corporation 10
Q10) As per your view, what key strategies of corporate sustainability can be
implemented through Buy Me Once to engaging customers?
Frequency
Introverted sustainability strategy 10
Extroverted sustainability strategy 8
Conservative sustainability strategy 7
Visionary sustainability strategy 15
Thematic Analysis
Theme 1) Individual have an appropriate understanding in regards to the concept of corporate
sustainability in the context of business.
Q1) Do you have an appropriate understanding in regards to the concept of
corporate sustainability in the context of business?
Frequency
Yes 39
No 1