Does Authenticity Pay Off? : Motive Attributions, Trust and Purchase Intention in Sustainability Communication

Sammanfattning

Sustainability is increasingly becoming a standard element of corporate communication and strategy. What once was considered a voluntary gesture, nowadays is often an institutional obligation, driven by regulations, investor pressure and social expectations. However, greenwashing accusations and consumer skepticism towards corporate sustainability claims are rising, contributing to a discussion about authenticity of CSR communication. Grounded in attribution theory, this study examines how consumers’ perceptions of intrinsic and extrinsic motives behind sustainability communication predict its perceived authenticity, and how this authenticity relates to consumer trust and purchase intention. The data was collected through an online survey of 124 respondents, who evaluated the sustainability communication of a selected company from a predetermined list. The results were analysed using Jamovi software, and interpreted through the lens of attribution theory and selected trust literature. The findings provide evidence that authentic and consistent sustainability communication can be profitable to companies. Authenticity in CSR communication was found to potentially strengthen relational trust. In turn, trust turned out to be a strong predictor of behavioral intention.