NEARSHORING AS A RELATIONAL INVESTMENT: INTERVENING EFFECT OF SUSTAINABILITY-BASED MOTIVES AND COSMOPOLITANISM
(A2023-114148)

AUTHORS

Özge Özgen, Dokuz Eylül University; Çağla Dayanğan, University of Southampton; Nilay Bıçakcıoğlu-Peynirci, Sussex Business School, University of Sussex

ABSTRACT

Existing literature extensively focuses on firm-side drivers of supply chain decision, however, is limited in understanding how consumers evaluate motives behind manufacturing location decisions. The present study concentrates on the consumer-centric effects of sustainability-based motives (economic vs. environmental sustainability) of nearshoring through an experimental study which was aimed to understand the mediator role of gratitude between sustainability-based nearshoring motives and willingness to reciprocate relying upon the social exchange theory. Cosmopolitanism has also a moderator role on the relationship between sustainability-based nearshoring motives and gratitude. The findings reveal that the environmental sustainability-based nearshoring motive elicits greater gratitude and willingness to reciprocate than economic sustainability-based motives. Further, cosmopolitanism enhances the gratitude more for environmental sustainability-based nearshoring motive.