Impact of the Quality and Attitudinal Direction of Firms’ Sustainability Information Disclosure on Consumer Attitudes in Digital Communications: Contingent Effects of Signaling Environments

This study investigates the impact of a firm’s sustainability information disclosure (SID) on consumer attitudes. Specifically, we examine how two SID characteristics—SID’s quality (high or low) and attitudinal direction (confirming or challenging existing consumer belief)—affect consumer attitudes towards the firm brand. We also probe into the nuanced effects of these two SID characteristics in varying signaling environments, such as different channels (formal or informal) and different sources of information (focal firm or third-party). The current research leverages a multimethod approach: 1) by conducting a behavioral experiment with e-commerce-based sustainability disclosures and 2) by analyzing extensive archival data from Twitter (57 582 tweets). Our findings suggest that while SID quality influences consumer attitudes, its impact is significantly moderated by the attitudinal direction of SID. Interestingly, disclosures that counter prevailing consumer beliefs about sustainability prove to have a heightened effect. Additionally, our results indicate that consumer reactions to sustainability disclosures remain consistent across different signaling channels, whether formal or informal. However, the source of the information signal plays a decisive role, with disclosures from third-party organizations and individuals being perceived more favorably than those from focal firms. By combining insights from behavioral experiments and the extensive analysis of social media data as a stand-in for consumer attitudes, we offer vital insights for companies, organizations, and policy makers involved in sustainability disclosures.