CONSUMERS' PERCEPTION OF CORPORATE SUSTAINABLE ACTIVITIES: AN ANALYSIS OF THE GERMAN AND THE SPANISH CONSUMER

This study focuses on the consumer's perceived corporate sustainable activities in a cross-national comparison, contrasting German (n = 486) and Spanish (n = 503) consumers. We find German respondents to perceive a higher corporate sustainable behavior and better provided sustainable communication, ascertaining the highest perception among males between 18 and 25 years in Germany. Among the Spanish respondents, males were identified to exhibit the highest perception, whereas age proved to be not an influencing factor. Demonstrating different perception levels between the analyzed countries, our results indicate a better corporate sustainability level in Germany. Findings aim to help especially multinational companies to improve their information system, segment their customer base and define their marketing strategy.