The Effect of Sustainability Orientation on CRM Adoption

Abstract

As research stresses the relevance of sustainability orientation and the necessity of viewing it as a key source of organizations’ competitive advantage, interest in it from a number of academic fields is growing and gaining ground. Furthermore, organizations are under tremendous pressure to be more socially responsible and environmentally sustainable while staying customer-focused. This has resulted in the development of the practice of customer relationship management (CRM) towards sustainability, which considers social, economic, and environmental implications while developing fruitful, long-term customer relationships. The main goal of this study was to determine whether there is a relationship between individuals’ sustainability beliefs and their intention to use CRM systems (intention) and commitment to organizations that provide CRM systems (commitment). It is proposed that sustainability orientation indirectly predicts two outcome constructs, intention and commitment, through two mediators, namely, attitude towards using CRM systems and trust in firms providing such systems. The data were collected from Australia using an online survey panel with a total of 303 completed responses. The results showed that the hypothesized relationships between sustainability orientation and attitude towards using CRM systems and trust in the firms providing CRM systems were all significant and in the proposed direction. Attitude and trust were found to significantly affect intention to adopt CRM systems and commitment to the firms that provide such systems, confirming the hypothesized mediation role of attitude and trust. Furthermore, this mediation was partial since there were significant and direct relationships between sustainability orientation and the two outcome constructs, intention and commitment.

1. Introduction

There has recently been a surge in scholarly interest in sustainability orientation (SO) from a variety of academic disciplines, including entrepreneurship, management, and marketing [1]. SO is discussed from a variety of perspectives, including an organization’s sustainability orientation, which is linked to a firm’s performance. In this context, sustainability orientation refers to an organization’s belief in incorporating environmental and societal considerations into all business operations [2]. Another point of view is to discuss sustainability orientation from an individual’s perspective, i.e., individuals’ concern for environmental protection and a firm’s social responsibility [2]. In this context, Kuckertz and Wagner [2] (p. 536) mentioned that “Individuals with stronger sustainability orientations are precisely those that value non-monetary benefits, as well as existence and option values with regard to environmental goods”.

The extant literature suggests the importance of sustainability orientation and the necessity to look at it as a major source of firms’ competitive advantage (e.g., [3,4]). Customer relationship management (CRM) is a technique for developing a relationship between an organization and its customers, allowing a business to communicate with both future and present customers. It aids in increasing current customer satisfaction and obtaining referrals from new customers [5]. CRM systems strive to successfully manage such interactions by employing technology to acquire information, manage customer relationships, and optimize long-term value. Although CRM systems offer tremendous benefits over a long time, studies show that the majority of CRM programs fail to meet their potential for a variety of reasons, including strategy and implementation activities (e.g., [6,7]).

According to Ferrer-Estévez, and Chalmeta [8], the increased pressure on firms to be more socially responsive and environmentally sustainable while remaining customer-oriented has forced an evolution in CRM towards sustainable customer relationship management (SCRM), which can be defined as considering social, economic, and environmental impacts when creating fruitful, long-term customer relations.

There is a lack of research that clearly links people’s sustainability orientation with the outcomes of that orientation in relation to customer relationship management. Thus, this research investigated the role of sustainability orientation and the mechanisms through which it impacts intention to adopt customer relationship management systems and commitment to organizations providing such systems.

Therefore, in this paper, we propose that the successful implementation of CRM systems may stem from customers’ beliefs about the environmental and societal impact that such systems may have on building positive attitudes and trust in such systems. In this paper, the focus is not on environmental management but on measuring individuals’ sustainability orientation (i.e., individuals’ beliefs about environmental protection and social responsibility) and how such orientation impacts their attitudes towards using CRM systems and trust in firms that provide such CRM systems as two determinants of intention to adopt/use these CRM systems and commitment to deal with such companies that provide these CRM systems. In other words, for those who are sustainability-oriented, we intended to investigate if there is a linkage between individuals’ sustainability beliefs and their intention to adopt/use CRM systems and the extent to which they commit themselves to firms that provide CRM systems. Furthermore, if there is a linkage, what would be the consequences for policy related to activities firms perform in the area of environmental sustainability and social responsibility? Hence, an individual’s sustainability orientation is regarded as a predictor of attitude and trust in this paper. Attitude towards using CRM systems and trust in companies providing such systems mediate the relationship between sustainability orientation and intention to adopt/use CRM systems and commitment to firms providing such CRM systems, which are outcome variables.

This paper contributes to the theory and application of individuals’ sustainability orientation in a very important area of business, CRM systems, that almost all businesses across various industries heavily invest in, thus filling a gap in research concerned with the integration of sustainability in customer relationship management. Moreover, studying sustainability orientation in the context of CRM systems may add to our understanding of customers’ intentions to adopt/use CRM systems and their commitment to patronize firms that provide CRM systems. Furthermore, testing attitude and trust as mediators of the relationship between sustainability orientation and intention and commitment is new and worth exploring in view of the paucity of research on sustainability and, more specifically, sustainability orientation.

2. Literature Review and Hypotheses Development

This study tested a model (Figure 1) proposing that sustainability orientation indirectly predicts two outcome constructs, intention to adopt/use CRM systems and commitment to firms that provide such CRM systems, through two mediators, namely, attitude towards using CRM systems and trust in firms providing such systems.

The extant literature has shown that attitude and trust strongly predict intention (here, intention to adopt/use CRM systems) and commitment (here, commitment to CRM providers). However, attitude and trust’s influence on intention and commitment can be determined by other factors. In this paper, we try to investigate the direct relationship between sustainability orientation and two mediating constructs (attitude towards using CRM systems and trust in firms providing such systems) and the indirect (i.e., mediated) relationship between sustainability orientation and both intention and commitment.

2.1. Main Hypotheses

2.1.1. Sustainability Orientation and Attitude

An individual’s sustainability orientation is defined here as an individual’s concern for environmental protection and a firm’s social responsibility. Therefore, such individuals could potentially be interested in supporting initiatives and will inevitably give opportunities to firms that see sustainability and social responsibility as their obligation [2,9].

Attitude here refers to users’ feeling about and propensity to adopt/use CRM systems provided by the firms they deal with across different industries. Individuals who have concerns for environmental protection and a firm’s social responsibility have positive feelings towards using products of firms that embrace sustainability and social responsibility.

In developing hypotheses for this paper, we partially used the decomposed theory of planned behavior (DTPB) [10], which argues that for a better understanding of the relationship between the belief structures and the antecedents of behavioral intention, decomposing beliefs into multi-dimensional constructs is helpful. The key purpose of the DTPB and the original theory of planned behavior (TPB) is to predict behavior with a behavioral intention construct that is in turn jointly shaped by the attitude towards performing the behavior and two other factors. Attitude towards the behavior is in turn influenced by a person’s belief that performing the behavior will lead to certain consequences and their evaluation of those consequences (i.e., positive or negative evaluation of the behavior). In this study, we tested individual sustainability orientation as a predictor of attitude.

Therefore, in testing the direct relationship between sustainability orientation and attitude, we formed the following hypothesis:

 Hypothesis 1 (H1): 

There is a positive relationship between individuals’ sustainability orientation and their attitude towards using CRM systems.

2.1.2. Attitude and Intention

Intention here refers to an individual’s willingness to adopt/use the CRM systems provided by several firms across several industries. Fishbein and Ajzen [11] demonstrated that an individual’s attitude towards a given behavior (for example, participation in a CRM system/program) best predicts that behavior. Individuals form attitudes towards a given behavior based on their beliefs about the resulting outcomes or their assessments of the positive or negative consequences of that behavior [12]. To increase customer participation in a CRM system (for example, an online banking or airline application), it is necessary to first understand their attitude towards using the CRM system. Extant research supports the link between attitudes and behavioral intention (e.g., [13,14]). Vantomme et al. [15] discussed the concept of implicit (automatic) attitudes and argued that when existing products are involved, implicit attitudes are associated with behavioral intention, even where the explicit attitude measure does not. In line with previous studies on the attitude–intention link, it is hypothesized that:

 Hypothesis 2 (H2): 

There is a positive relationship between individuals’ attitude towards using CRM systems and their intention to adopt/use CRM systems.

2.1.3. Attitude and Commitment

Garbarino and Johnson [16] indicated that commitment is widely acknowledged as an essential component of successful long-term relationships. Further, commitment is an important driver of customer behaviors in continuing customer–firm relationships [17,18]. Moorman et al. [19] defined commitment to a relationship as “an enduring desire to maintain a valued relationship” (p. 316). Garbarino and Johnson [16] and Ashley et al. [18] defined commitment to a firm from the customers’ perspective, which simply means customers’ willingness to continue patronizing a firm. Similarly, Morgan and Hunt [20] defined consumer commitment as the psychological attachment and dedication a customer has to a particular company or brand.

Previous research demonstrated that positive attitudes formed by customers can lead to a higher level of commitment to a firm and its products. Thus, the positive link between attitude and commitment is established (e.g., [16,21]). Therefore, it is hypothesized that:

 Hypothesis 3 (H3): 

There is a positive relationship between individuals’ attitude towards using CRM systems and their commitment to firms that provide CRM systems.

2.1.4. Sustainability Orientation and Trust

Trust has been looked at as an important factor whenever technology (e.g., CRM systems) is involved and has thus received considerable attention from information system researchers [22,23]. Trust has been defined in various ways. Liang et al. [24] looked at trust as defined in terms of trust belief, which refers to the trustor’s impression of the trustee’s competency, honesty, and goodwill. Here, the fundamental premise of cognitive evaluation is used as part of the process of developing consumer trust. Campbell [25] identified trust as a potential mechanism to build relationships. In linking sustainability orientation and trust, Luo and Bhattacharya [26] proposed that corporate social responsibility (CSR), as a dimension of sustainability orientation, helps to enhance customers’ trust in a corporation. If a firm can fulfill the social expectations and cognition of all system stakeholders, it will be acknowledged and accepted by them, giving it more trust and legitimacy [24]. A significant number of researchers have confirmed that the perception of sustainability affects customer trust [27,28,29].

In testing the direct relationship between sustainability orientation and trust, we formed the following hypothesis:

 Hypothesis 4 (H4): 

There is a positive relationship between individuals’ sustainability orientation and their trust in firms providing CRM systems.

2.1.5. Trust and Intention

Trust is a very important factor in building long-term relationships because trust affects customers’ intentions and future behavior [30]. When the relationships between marketers and customers are strong, as should be the case within CRM systems, trust becomes the primary predictor of future purchase intentions, that is, engagement in CRM systems [31]. Additionally, database marketing requires consumer information in order to more efficiently maintain customer relationships and target clients [32]. As a result, trust is critical in shaping reliable and socially accepted conduct in the absence of working regulations [22] or in the attempt to create commercial contacts between unfamiliar parties [33].

Generally, previous research has shown a positive relationship between trust and behavioral intention in several contexts (e.g., trust in online vendors [34], health product consumption [33], social commerce [35], willingness to provide information [31], and relationship intention [30]). Similarly, Bart et al. [36] claimed a strong positive relationship between online trust and behavioral intention. Venetis and Ghauri [37] found that trust positively and significantly affects relationship intention. Similarly, Xin et al. [38] found that trust has a statistically significant relationship with intention to adopt mobile payment. Furthermore, Trivedi and Yadav [39] found a significant positive relationship between trust and purchase intention.

In testing the direct relationship between trust and intention, we formed the following hypothesis:

 Hypothesis 5 (H5): 

There is a positive relationship between individuals’ trust in firms providing CRM systems and their intention to adopt/use CRM systems.

2.1.6. Trust and Commitment

When customers trust a firm, they are likely to remain committed to it and establish a long-term relationship with it. Therefore, building and maintaining trust with customers is crucial for firms to establish strong customer commitment. Previous research has identified trust as a strong predictor of customer commitment (e.g., [16,20]). For example, Garbarino and Johnson [16] indicated trust as a factor, besides others, that influences consumer commitment. Additionally, Li and Coates [40] and Kang et al. [41] found a significant relationship between brand trust and brand commitment, indicating that consumers who trust a brand are more likely to remain committed to it over time.

 Hypothesis 6 (H6): 

There is a positive relationship between individuals’ trust in firms providing CRM systems and their commitment to firms that provide CRM systems.

2.2. Mediation Hypotheses

Previous studies have found direct positive relationships between sustainability orientation and intention, such as positive relationships between sustainability orientation and entrepreneurial intention ([2,42,43]) and between sustainability orientation and intention towards sustainable entrepreneurship [44]. On the other hand, the direct relationship between sustainability orientation and commitment to a firm needs to be investigated. As customers become more environmentally and socially conscious, they will become more attached and willing to continue patronizing a firm. In this paper, however, although a direct and positive relationship is understood to exist, it is proposed that sustainability orientation has an indirect impact on the two outcome constructs, intention to adopt/use CRM systems and commitment to firms that provide CRM systems, that are mediated by attitude and trust. Consequently, the following mediation hypotheses are proposed:

 Hypothesis 7 (H7): 

Attitude towards CRM systems mediates the relationship between sustainability orientation and intention to adopt/use such systems.

 Hypothesis 8 (H8): 

Attitude towards CRM systems mediates the relationship between sustainability orientation and commitment to firms that provide such systems.

 Hypothesis 9 (H9): 

Trust in firms that provide CRM systems mediates the relationship between sustainability orientation and intention to adopt/use such systems.

 Hypothesis 10 (H10): 

Trust in firms that provide CRM systems mediates the relationship between sustainability orientation and commitment to firms that provide such systems.

3. Methodology

3.1. Sample

The data were collected from an online panel in Australia through a leading provider of internet survey solutions. These respondents were users of several CRM systems and chose to participate (opt-in) in the survey. The investigated CRM systems included a wide range of common systems across several industries such as banking, airlines, and communication companies. The questionnaire was originally developed, pretested, published online, and self-administered by the respondents. Prior to the launch of the survey, the questionnaire was administered to a convenience sample of 16 colleagues and students to assure face validity (readability) and the logical arrangement of survey items.

3.2. Measurements and Operationalization

The proposed model includes five constructs, namely, sustainability orientation (Sustainability Orientation), attitude towards using CRM systems (Attitude), trust in the company that provides the selected CRM system (Trust), intention to participate in CRM systems (Intention), and commitment to the organization that provides the selected CRM system (Commitment). The proposed constructs were operationalized using items adopted from previous published work that proved validity and reliability, and these items were modified to accommodate the CRM systems related to this study (see Appendix A). Sustainability orientation items were adopted from Kuckertz and Wagner [2] using five items measured on a 5-point Likert scale. Attitude towards participation in CRM systems was adopted from Taylor and Todd [10] and measured using four items a 5-point semantic differential scales: bad/good, foolish/wise, dislike/like, and pleasant/unpleasant. Trust construct items were adopted from Thomson [45] and measured using three items on a 5-point bipolar scale anchored to options of not at all/very much. The scale for intention to engage in CRM systems/programs consisted of four items measured a 5-point semantic differential scale adapted from Oliver and Bearden [46]. Subjects were asked to assess the probability of engaging in certain CRM systems on items anchored by options of unlikely/likely, very improbable/very probable, impossible/possible, and uncertain/certain. Finally, commitment to the organization items were adopted from Ashley et al. [18] using three items measured on a 5-point Likert scale.

3.3. Model Specification and Estimation

Variance-based structural equation modelling (SEM) using the partial least squares (PLS) method was employed to test the proposed model. The data were analyzed and presented with the widely used two-step modelling approach (e.g., [47,48]), in which the estimation and analyses of the structural model followed similar work on measurement models. As one of the prominent software applications for partial least squares structural equation modelling (PLS-SEM), Smart PLS 4 by Ringle et al. [49] was used to analyze the data because it has gained popularity in recent years due to the advantages of PLS compared with other SEM techniques—specifically, it is suitable for research with a small sample size [50]. In addition, PLS is known to suit exploratory and predictive research, such as this work, where the purpose is to predict causal relationships between constructs [51].

4. Results and Discussion

4.1. Sample Characteristics

A total of 303 completed responses were obtained from Australia, where 600 panel members were invited to participate in the survey. This resulted in an approximately 50% response rate. The main characteristics of the sample are presented in

Table 1. Sample characteristics.

		Frequency (N)	Percentage (%)
Gender	Male	151	49.8%
	Female	152	50.2%
Age Group	18–19	14	4.6%
	20–25	69	22.8%
	26–30	52	17.2%
	31–35	44	14.5%
	36–40	36	11.9%
	41–50	31	10.2%
	51–60	35	11.6%
	61–64	13	4.3%
	65+	9	3.0%
Education	Senior Secondary/H. School	103	34.0%
	Diploma	66	21.8%
	Bachelor’s degree	88	29.0%
	Master’s Degree	30	9.9%
	Doctoral Degree	8	2.6%
	Other	8	2.6%
Income	Less than AUD 2500	58	19.1%
	AUD 2500–4999	111	36.6%
	AUD 5000–9999	84	27.7%
	AUD 10,000–14,999	24	7.9%
	More than AUD 15,000	26	8.6%
Total Responses		303

.

4.2. Evaluating the Measurement (Outer) Model

The measurement model was evaluated for unidimensionality, convergent and discriminant validity, and reliability. The confirmatory factor analysis (CFA) item loadings (

Table 2. Measurement model results.

Constructs	Items	Item Loadings	t-Value	p-Value	Cronbach’s Alpha	Composite Reliability
Attitude towards using CRM	ATT_1	0.847	44.541	0.000	0.855	0.902
	ATT_2	0.829	38.733	0.000
	ATT_3	0.829	35.453	0.000
	ATT_4	0.833	37.750	0.000
Commitment to the organization	COMMIT_1	0.870	53.068	0.000	0.707	0.837
	COMMIT_2	0.716	17.751	0.000
	COMMIT_3	0.792	29.600	0.000
Intention to adopt/use CRM	INT_1	0.862	46.098	0.000	0.895	0.927
	INT_2	0.897	66.024	0.000
	INT_3	0.875	45.248	0.000
	INT_4	0.855	38.006	0.000
Sustainability Orientation	SUST_ORIENT_1	0.834	35.191	0.000	0.856	0.896
	SUST_ORIENT_2	0.801	34.986	0.000
	SUST_ORIENT_3	0.784	27.527	0.000
	SUST_ORIENT_4	0.764	23.496	0.000
	SUST_ORIENT_5	0.794	26.986	0.000
Trust	TRUST_1	0.888	61.319	0.000	0.852	0.910
	TRUST_2	0.881	50.756	0.000
	TRUST_3	0.867	48.805	0.000

) supported unidimensionality for each model construct since items corresponding to a given construct loaded highly on that construct. Convergent validity was assessed using the average variance extracted (AVE) measure [52,53], for which AVE values should be greater than 0.5 and composite reliabilities should be greater than 0.7. Table 2 shows that the AVE values ranged between 0.663 and 0.772 and the values for composite reliabilities ranged between 0.837 and 0.927, supporting the convergent validity assessment of each construct.

As suggested in the literature (e.g., [53]), reliability can be assessed at two levels: item reliability and construct (composite) reliability. An item reliability value greater than 0.5 (roughly corresponding to standardized loading of 0.7) is considered evidence of reliability. Table 2 shows that all item loadings/constructs met these cut-off standards. All item loadings were statistically significant at the p < 0.005 level. The composite reliabilities for all constructs were above the 0.7 threshold (ranging between 0.837 and 0.927).

Discriminant validity was evaluated using the average variance extracted (AVE) [52]. To ensure discriminant validity, the average variance extracted for each construct should be greater than the squared correlations (the shared variance) between the construct and all other constructs in the model.

Table 3. Discriminant validity.

	Attitude	Commitment	Intention	SO	Trust
Attitude	0.834
Commitment	0.557	0.795
Intention	0.623	0.481	0.873
SO	0.449	0.302	0.498	0.796
Trust	0.667	0.560	0.690	0.421	0.879

Diagonal elements (bold) represent the square root of the average variance extracted for each construct. Other entries represent the correlations among the constructs. (SO: Sustainability Orientation).

showcases the high discriminant validity between each pair of constructs. All average variances extracted for every pair of constructs were higher than their squared correlations with other constructs.

In conclusion, the measures provided evidence of unidimensionality, validities (both convergent and discriminant), and reliability. Hence the structural model could be evaluated for both countries.

4.3. Evaluating the Structural (Inner) Model

Path coefficients in the structural model (Figure 2) were estimated to test the proposed hypotheses. To test the significance of the path coefficients, a bootstrap resampling procedure (5000 resamples) was used to estimate standard errors while calculating t-values.

Table 4. Standardized path coefficients and t-values.

Hypotheses	Standardized Path Coefficients	t-Statistics	Hypothesis Supported
H1. Sustainability Orientation → Attitude	0.452	8.501 ***	Yes
H2. Attitude → Intention	0.294	4.325 ***	Yes
H3. Attitude → Commitment	0.332	5.150 ***	Yes
H4. Sustainability Orientation → Trust	0.424	7.811 ***	Yes
H5. Trust → Intention	0.495	7.795 ***	Yes
H6. Trust → Commitment	0.340	5.067 ***	Yes

*** p < 0.001.

shows the results of hypothesis tests for directionality and t-values (the sign and statistical significance of parameter estimates).

Table 4 shows the estimation results of the structural equation model for the proposed hypotheses. The estimated path coefficients were found to have the correct sign, indicating that relationships between model constructs (paths) flow in a direction and manner that are consistent with the hypotheses. All of the proposed six hypotheses were statistically significant at p < 0.001. Therefore, all proposed hypotheses were supported. The relationship between sustainability orientation and attitude (H1) was significant (t = 8.501, p = 0.000), the relationship between attitude and intention (H2) was significant (t = 4.325, p = 0.000), the relationship between attitude and commitment (H3) was significant (t = 5.150, p = 0.000), the relationship between sustainability orientation and trust (H4) was significant (t = 7.811, p = 0.000), the relationship between trust and intention (H5) was significant (t = 7.795, p = 0.000), and the relationship between trust and commitment (H6) was significant (t = 5.067, p = 0.000).

As PLS does not provide overall goodness-of-fit measures similar to other SEM analysis techniques, it relies on R-squared values of the dependent (endogenous) constructs to assess the overall fit [48,54]. An R-squared value indicates the percentage of variance in an endogenous construct that is explained by other antecedent constructs. Cohen [54] noted that the R-squared value (or variance in dependent constructs) should be at least 0.10 for path coefficients to be meaningful. The model results shown in

Table 5. R-squared.

Endogenous (Dependent) Constructs	R-Squared
Attitude	0.201
Trust	0.177
Intention	0.523
Commitment	0.374

exceeded this requirement. The explained variances of sustainability orientation on attitude towards CRM systems and trust were 20.1%, and 17.7%, respectively. For intention and commitment, the explained variances were 52.3% and 37.4%, respectively. Furthermore, to properly assess the specific relationships between model constructs (Figure 2 and Table 4), it is important to consider the magnitude of the path coefficient corresponding to that relationship. This is because a path can be statistically significant while remaining substantively non-significant [54,55]. Pedhazur and Kerlinger [56] suggested 0.05 as the lower limit for the substantive significance of regression coefficients, whereas Compeau and Higgins [55] (adopting a more conservative position) asserted that path coefficients of 0.10 and above are preferable. All paths here were found to be substantively significant based on the more conservative view, as path coefficients ranged between 0.294 and 0.495.

4.4. Results of Hypotheses Test

Attitude towards using CRM systems was a significant predictor of both intention to adopt/use CRM systems and commitment to the organization that provides such CRM systems. This attitude was in turn strongly determined by sustainability orientation, which explained 20.2% of the variance in attitude alone. The p-values were less than (0.001) in both relationships. According to H1, as the perception of sustainability orientation increases, the attitude towards using such systems increases (γ = 0.452, p = 0.000). Sustainability orientation showed a very strong influence on attitude towards using CRM systems, for which the value of the standardized path coefficient was the highest. This result was consistent with previous findings that individuals tend to build positive attitudes towards behaviors that produce desirable consequences [12]. H2 states that attitude towards using CRM systems has a direct and positive effect on intention to use CRM systems. This hypothesis was also significantly supported (γ = 0.294, p = 0.000), a result consistent with research findings from non-CRM domains (e.g., [6]). H3 proposes that attitude has a positive impact on commitment to organizations providing CRM systems. This hypothesis was also supported (γ = 0.332, p = 0.000).

H4 states that sustainability orientation has a positive influence on participants’ trust in firms providing CRM systems. This relationship was found to be significant and strong (γ = 0.424, p = 0.000). H5 and H6 propose that trust has a positive relationship with both intention to adopt/use CRM systems and commitment to organizations that provide such CRM systems. As proposed in H5, trust showed a significant and positive relationship with intention to use CRM systems with a high magnitude (γ = 0.495, p = 0.000). Consistent with the hypothesized relationship in H6, trust was found to have a significant and positive effect on commitment (γ = 0.340, p = 0.000).

Finally, when comparing the determinants of intention to adopt/use CRM systems, trust showed the strongest influence, followed by attitude, indicating the importance of participants’ trust in the provided CRM systems regarding their intention to adopt/use them. Similarly, trust was the strongest determinant of participants’ commitment to organizations that provided CRM systems, followed by their attitude towards the CRM systems.

4.5. Mediation Hypotheses Results

The model proposed two constructs (namely, attitude towards using CRM systems and trust in CRM providers) to mediate the relationship between sustainability orientation and the two outcome constructs, intention to adopt/use CRM systems and commitment to CRM system providers. To test the mediation effect, we used the conventional procedure suggested by Baron and Kenny [57] and revisited by Zhao et al. [58] and Nitzl et al. [59].

Table 6. Mediation analysis.

Relationship	Indirect Effect		Direct	Total Effect	Mediation
	IND → M	M → D
H7. SO → Attitude → Intention	0.452 ***	0.294 ***	0.504 ***	0.344 ***	Partial
H8. SO → Attitude → Commit	0.452 ***	0.332 ***	0.304 ***	0.295 ***	Partial
H9. SO → Trust → Intention	0.424 ***	0.495 ***	0.504 ***	0.344 ***	Partial
H10. SO → Trust → Commit	0.424 ***	0.340 ***	0.304 ***	0.295 ***	Partial

p < 0.001 = ***; SO = Sustainability Orientation; Commit = Commitment; IND = Independent; M = Mediator; D = Dependent.

shows the findings of the mediation hypotheses. The results showed an absence of full mediation effects of attitude and trust between sustainability orientation and the two outcome constructs, intention to adopt/use CRM systems and commitment to the firms that provide such systems. Instead, a partial mediation effect was found, as sustainability orientation showed a significant direct relationship with the two outcome constructs. Consequently, all mediation hypotheses were partially supported. The indirect, direct, and total effects of sustainability orientation on intention were significant, indicating that attitude partially mediates the relationship between sustainability orientation and intention to adopt/use CRM systems. Therefore, H7 was supported with partial mediation. Similarly, the indirect and direct effects of sustainability on intention were significant, indicating that trust partially mediates the relationship between sustainability orientation and intention. Therefore, H8 was supported with partial mediation. Similar results were found for the relationship between sustainability orientation and commitment. The indirect, direct, and total effects of sustainability orientation on commitment were significant, indicating that attitude mediates the relationship between sustainability orientation and commitment to CRM system providers. As a result, H9 was only supported with partial mediation. H10 was also supported, as trust was found to partially mediate the relationship between sustainability orientation and commitment. Overall, for the mediation hypotheses, there were significant direct and indirect effects, thus indicating partial mediation.

5. Implications

The findings of this study are useful contributions to the sustainability literature and the present state of research on CRM adoption, and they will pave the way for future research on sustainable customer relationship management (SCRM). Furthermore, the results provide several managerial insights that may improve CRM system decisions and implementation success. As customers become more conscious of the importance of considering social and environmental impacts when engaging in long-term relationships with companies, companies should focus more on those impacts in order to improve customers’ attitude towards the companies and their CRM systems, thus positively influencing the adoption of CRM systems. In other words, as customers aspire to play roles in the transition to more sustainable lifestyles, companies providing CRM systems should adapt to this transition, such as by building marketplaces that balance profitability with environmental and social responsibility, Similarly, businesses may benefit from this research by understanding how adopting sustainability-oriented CRM practices for their CRM users can lead to significant benefits for their organizations. For example, a company could devise business strategies that support customers’ beliefs about the role of sustainability practices in CRM system adoption. More specifically, companies could integrate and promote the notion of sustainability (social, economic, and environmental) in their communication strategies and activities.

Companies should pay attention to CRM users’ beliefs regarding how enhancing customers’ sustainability orientation leads to positive attitudes towards CRM systems, builds a strong sense of trust in the companies that provide these systems, and eventually increases customers’ intentions to adopt/use CRM systems and establish long-term relationships.

6. Conclusions, Limitations, and Future Research

To conclude, this study offers useful insights from the customer perspective that partly explain how CRM system adoption can succeed. We investigated two important factors that determine the intention of customers to use CRM systems and to build long-term relationships with CRM providers. More importantly, we investigated sustainability orientation as an important factor that directly and indirectly impacts both behavioral intention and commitment. Therefore, companies should pay attention to customers’ beliefs regarding how enhancing customers’ sustainability orientation leads to positive attitudes towards using CRM systems, builds a strong sense of trust in the companies that provide these systems, and eventually increases customers’ intentions to adopt/use CRM systems and establish long-term relationships with organizations.

This study had a few limitations, which also create future research opportunities. The generalizability of the results to Australian customers and businesses is an issue. Future research could replicate the study in different countries and industries. A closely related issue is that the study suffered from a relatively small sample size. If more analysis is to be conducted to test the role of sustainability orientation among different types of industries, then more data are definitely needed.