Regional European Marketing Academy Conference, Athens, Yunanistan, 27 - 29 Eylül 2023, ss.1-10
This study concentrates on the consumer-centric effects of sustainability-based motives of nearshoring as a manufacturing location decision and its intersection with corporate hypocrisy
through two experiments. While the former study examines the mediator role of gratitude between nearshoring motives and willingness to reciprocate relying upon the social exchange
theory, the latter investigates how perceived corporate hypocrisy reverses the relational mechanism based upon the construal level theory. The findings reveal that the environmental
(vs. socio-economic) sustainability-based nearshoring motive elicits greater gratitude and willingness to reciprocate. Further, perceived corporate hypocrisy in the nearshored country
(vs. formerly offshored country) decreases the gratitude more for environmental sustainability-based nearshoring motives, hence willingness to reciprocate diminishes.