Building on 20+ years of experience in marketing and consumer behavior, we aim to adopt scientific research methods to advance environmental and social progress. Our SUSTEquity model represents our latest and most innovative development in this area of inquiry, through which we want to study how companies’ sustainability initiatives are perceived by their customers and how these perceptions translate into value for the organization.
Through our SUSTEquity model, we aim to design and conduct empirical research to capture how customers and other stakeholders interpret, evaluate, and respond to companies’ pro-environmental and pro-social actions. Through rigorous data collection and advanced analytical methods, we generate evidence on which initiatives are most relevant, credible, and impactful in the eyes of different customer groups.
Our work focuses on:
● Measuring consumer responses to sustainability initiatives● Identifying the drivers of perceived value, trust, and preference● Comparing the effectiveness of alternative sustainability actions● Understanding how different segments interpret sustainability efforts
By transforming data into structured insights, our research provides a deeper understanding of the link between sustainability and value creation, supporting more informed and evidence-based decision-making.