Do relational outcomes always generate willingness to pay for social enterprises’ products? The moderating effect of sustainability orientation
Abstract
Purpose
This study evaluated the effects of adherence to social missions and relational outcomes on willingness to pay for products from social enterprises.
Design/methodology/approach
The study’s conceptual model was based on the social resource–based view. Three social enterprises in Taiwan were analysed, and the determinants of willingness to pay for products from these enterprises were investigated. An online survey was conducted, and 404 valid responses were collected and analysed using structural equation modelling. The moderating effect of sustainability orientation was evaluated using the multigroup method.
Findings
The results indicated that adherence to social missions was a critical predictor of relational outcomes and willingness to pay. In addition, sustainability orientation positively moderated the effect of relational outcomes on willingness to pay.
Originality/value
This study enriches the literature by applying the social resource–based view to the context of social enterprises. The study findings have key implications for managers and practitioners of social enterprises seeking to build relationships with stakeholders.
Keywords
Acknowledgements
This study extends from my doctoral dissertation, incorporating suggestions from experts to simplify the hypothesised model and gather a sample that can better represent the population. The sample has been re-collected and has not been used in other studies or published. Additionally, more recent literature has been considered in this article.
Citation
Ip, C.Y. (2024), "Do relational outcomes always generate willingness to pay for social enterprises’ products? The moderating effect of sustainability orientation", Kybernetes, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/K-11-2023-2389
Publisher
:Emerald Publishing Limited
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