NEARSHORING AS A RELATIONAL INVESTMENT: INTERVENING EFFECT OF SUSTAINABILITY-BASED MOTIVES AND COSMOPOLITANISM

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Özgen Ö., Dayanğan Ç., Bıçakcıoğlu-Peynirci N.

52th European Marketing Academy Conference (EMAC) Annual Conference, Odense, Danimarka, 23 - 26 Mayıs 2023, ss.114148

  • Yayın Türü: Bildiri / Tam Metin Bildiri
  • Basıldığı Şehir: Odense
  • Basıldığı Ülke: Danimarka
  • Sayfa Sayıları: ss.114148
  • Dokuz Eylül Üniversitesi Adresli: Evet

Özet

Existing literature extensively focuses on firm-side drivers of supply chain decision, however, is

limited in understanding how consumers evaluate motives behind manufacturing location decisions.

The present study concentrates on the consumer-centric effects of sustainability-based motives

(economic vs. environmental sustainability) of nearshoring through an experimental study which

was aimed to understand the mediator role of gratitude between sustainability-based nearshoring

motives and willingness to reciprocate relying upon the social exchange theory. Cosmopolitanism

has also a moderator role on the relationship between sustainability-based nearshoring motives and

gratitude. The findings reveal that the environmental sustainability-based nearshoring motive elicits

greater gratitude and willingness to reciprocate than economic sustainability-based motives. Further,

cosmopolitanism enhances the gratitude more for environmental sustainability-based nearshoring

motive.