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All Journal Advances in Global Economics and Business Journal
Lee, Yong Yu
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Other

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Sustainability Meets Strategy: Reaching the Environmentally Aware Consumer in the Fashion Industry Lee, Yong Yu; Xia, Kun Peng; Lean, Peck Kwan; Kong, Yenny; Kwa, Jing Wen; Lai, Pei Shuang; Lai, Yik Theng; A., Stumaker; Ali, Anees Janee; Kee, Daisy Mui Hung
Advances in Global Economics and Business Journal Vol. 6 No. 1 (2025): June 2025
Publisher : The Global Academia Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51748/agebj.v6i1.105

Abstract

This study investigates how perceived green product attributes and corporate environmental responsibility influence eco-conscious consumer attitudes, purchase intentions, and customer loyalty, using Uniqlo Malaysia as the research context. Drawing upon social identity theory and the Theory of Planned Behavior, we develop and empirically test a model linking environmental cues to loyalty outcomes. Data from an online survey (N=121) reveal that while both green product attributes and corporate environmental responsibility positively affect eco-conscious consumer attitudes, the latter exerts a stronger influence. Moreover, eco-conscious consumer attitude predicts purchase intention, which in turn drives customer loyalty. These findings highlight the mediating roles of attitude and intention in translating environmental perceptions into enduring loyalty. This study contributes to the green marketing literature by elucidating the mechanisms through which sustainability commitments foster trust and engagement. It also provides managerial insights, suggesting that genuine corporate-level environmental actions and transparent communication enhance brand credibility and long-term loyalty.
Golden Arches Going Green: The Impact of McDonald’s Sustainability Achievements on Public Image Lee, Yong Yu; Kee, Daisy Mui Hung; Neng Ang, Vernoon Wei; Vadhi Vehlan, Laneishwar A/L Sri Satthian; Lee, Li Xin; Lee, See Ming; Ardel, Muhammad Raid
Advances in Global Economics and Business Journal Vol. 5 No. 1 (2024): Advances in Global Economics and Business Journal (AGEBJ)
Publisher : The Global Academia Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51748/agebj.v5i1.89

Abstract

This paper analyzes the correlation between McDonald's sustainability achievements and its public image. Despite receiving criticism for its environmental and social impact, McDonald's has recently made notable progress in sustainability by setting targets to source sustainable coffee, palm oil, and fish, as well as reducing greenhouse gas emissions. By utilizing a quantitative approach involving 108 customer surveys, this study investigates the influence of McDonald's sustainability achievements on its public image. The survey results reveal that respondents who were aware of McDonald's sustainability efforts exhibited a more favorable perception of the company. This study concludes that McDonald's sustainability endeavors have contributed to its environmental and social responsibility objectives while enhancing its reputation among stakeholders. Moreover, the research findings shed light on the factors that affect sustainability perception and the public image of fast-food brands. Furthermore, it calls for future research to explore the impact of cultural factors and stakeholder perspectives on the public image of fast-food chains. The findings offer valuable insights into the potential advantages of sustainability initiatives for companies aiming to improve their public image and foster consumer trust
Co-Authors A., Stumaker Ali, Anees Janee Ardel, Muhammad Raid Kee, Daisy Mui Hung Kong, Yenny Kwa, Jing Wen Lai, Pei Shuang Lai, Yik Theng Lean, Peck Kwan Lee, Li Xin Lee, See Ming Neng Ang, Vernoon Wei Vadhi Vehlan, Laneishwar A/L Sri Satthian Xia, Kun Peng