Fuente: Sustainability - Revista científica (MDPI) Sustainability, Vol. 18, Pages 4021: Corporate Strategies and Youth Perception of Sustainability Commitment
Sustainability doi: 10.3390/su18084021
Authors:
Fatine El Ghali Ghorafi

Corporate sustainability has emerged as a critical strategic imperative for organizations seeking to mitigate their environmental impacts amid escalating climate pressures and growing stakeholder demands. This study examines corporate strategies aimed at reducing environmental footprints—including circular economy models, energy efficiency measures, and digitalization—and investigates how young adults perceive and evaluate corporate sustainability commitments, with particular emphasis on greenwashing skepticism. A cross-sectional quantitative survey was administered to 150 university students and young professionals aged 18–25 years in Spain. Data were analyzed using descriptive statistics, analysis of variance (ANOVA), and linear regression to examine the influence of prior sustainability knowledge, academic background, age, and sectoral context on perceived corporate sustainability commitment, greenwashing perception, and willingness to consume sustainable products. The findings reveal that prior sustainability knowledge significantly and positively predicts higher evaluations of corporate environmental commitment, while age and academic background—particularly among students in Economics and Business—are associated with heightened greenwashing skepticism. Perceived corporate sustainability commitment is found to exert a significant positive influence on sustainable consumption intention, and production-intensive sectors are consistently perceived as more environmentally harmful than service-oriented industries. These findings underscore the importance of transparent, credible, and verifiable sustainability strategies in building legitimacy and trust among younger generations, and contribute to the growing literature on stakeholder perceptions of corporate environmental responsibility.