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This paper examines the role of a sustainability business model in clarifying a firm's sustainability value articulation (SVA) to achieve sustainability outcomes and examining the moderating role of supplier involvement practices SIP and technology systems integration (TSI) in attaining sustainability outcomes.

Drawing upon the foundational principles of business model innovation, specifically articulation and implementation, the authors formulated a theoretical construct and empirically validate it through analysis of data collected from 692 manufacturing firms dispersed across 23 countries.

The research shows that focusing on SVA significantly improves how a company implements sustainability efforts internally (ISI) and externally (ESI), leading to better social and environmental outcomes. It also highlights that SIP improve the relationship between SVA, ESI and ISI. Similarly, TSI boosts the effect of internal and external sustainability efforts on both social (SOP) and environmental performance (EnP).

While acknowledging the inherent constraints of survey-based research methodologies, this study offers a theoretical and verified approach for manufacturers to achieve comprehensive sustainability. It emphasizes the need for clear, actionable sustainability goals that can be met through both internal operations and external partnerships.

This study clarifies how manufacturers can implement sustainable business models, emphasizing the importance of clear sustainability goals and initiatives both within and outside the company. It highlights the dual aspects of supplier engagement through operational tactics (ESI) and strategic collaborations (SIP).

This study reveals a thrilling truth: when companies champion clear sustainability goals, they unlock powerful strategies that revolutionize practices within their walls and in their external dealings. It is not just about going green; it is about weaving financial prosperity, social responsibility and environmental stewardship into the very fabric of their business models. But there is more – by cleverly engaging suppliers and harnessing cutting-edge technology, companies are not just participants in the green revolution; they are leading it, crafting a world where business thrives alongside the planet and its people.

This research stands out for its empirical analysis of how manufacturing firms implement sustainability innovations at the plant level, an area previously underexplored despite extensive theoretical work on sustainability-centric business models.

This study aims to investigate the conditional relationships among sustainability implementation, brand awareness, brand attitude and brand loyalty through the lens of transformative service research (TSR). The research also aims to explain how brand loyalty moderates the mediated effect of brand awareness and attitude in the context of social and environmental sustainability initiatives.

Using both primary and secondary data sources from 31 prominent service companies and their 6,891 customers, this paper investigates the impact of sustainability practices and brand awareness on customer attitude. The paper also examines the moderated mediation effect of brand loyalty, explaining how it alters brand attitudes in the context of sustainability implementation. Finally, the study conducts a comparative analysis of how environmental and social shape brand attitudes in loyal customers.

Sustainability implementation has a negative impact on both brand awareness and customer attitude. However, this negative influence is mitigated for highly brand-loyal customers, resulting in a positive brand attitude. Further, the comparative analysis reveals that social implementation positively influences brand attitude in high-loyalty contexts.

This research uses subjective judgments of researchers regarding companies’ sustainability practices, combining them with customer attitudes gathered through survey questionnaires. Additionally, the data set comprises data from 31 large service companies, potentially limiting the generalizability of findings to large service companies. Nevertheless, this paper extends TSR into the realm of sustainability and branding.

The positive outcomes of sustainability implementation practices are most pronounced when customer loyalty toward a brand is strong. Social implementation has a more potent effect on brand attitude, particularly among loyal customers. Companies can tailor their sustainability efforts more effectively.

With the lens of TSR, this research deepens our understanding of how sustainability affects consumer psychology but also offers a methodological advancement by using advanced statistical models and a variety of data sources. The distinctiveness of this research is also highlighted in the examination of how environmental and social sustainability initiatives influence brand attitude, especially among customers who exhibit strong brand loyalty.