The impact of retailers' sustainable development on consumer advocacy: A chain mediation model investigation

This study explores the impact of retailers' sustainable development (RSD) on consumer advocacy. Drawing on the theoretical foundations of institutional theory, this study presents and confirms a model that investigates the mediating role of retailers' legitimacy and consumer trust, and the moderating role of consumer ecological literacy between RSD and consumer advocacy. Using the sample of 942 consumers and PLS-based structural equation modeling technique, the results revealed that RSD positively correlates with consumer advocacy. Additionally, retailers' legitimacy and consumer trust mediate this correlation by a respective mediating role and a chain-mediating role. Besides, consumer eco-literacy negatively moderates the direct impact of RSD on consumer advocacy and consumer trust, and the indirect impact of RSD on consumer advocacy through consumer trust. However, the direct impact of RSD on retailers' legitimacy, the mediating effect of RSD on consumer advocacy through retailers' legitimacy, and the chain-mediating effect of RSD on consumer advocacy through retailers' legitimacy and consumer trust are not moderated by consumer eco-literacy. This study has implications for retailers seeking practical ways to increase consumer advocacy.