From diversity to distinction: Exploring the role of diversity and inclusion related to consumer perceptions of company innovativeness and attractiveness

TY - JOUR

T1 - From diversity to distinction:

T2 - Exploring the role of diversity and inclusion related to consumer perceptions of company innovativeness and attractiveness

AU - Jacobsen, Lina

AU - Frank, Darius-Aurel

AU - Søndergaard, Helle Alsted

AU - Peschel, Anne O.

PY - 2025/2

Y1 - 2025/2

N2 - Mirroring the growing interest in diversity and inclusion (D&I), more companies are adopting D&I initiatives. Drawing on social identity theory, reference groups, self-congruity theory, and recent D&I literature, this study examines the relationship between different D&I initiatives and general consumers’ perceived company attractiveness, considering the mediating roles of perceived commercial and social innovativeness. Based on structural equation modelling and a representative sample of Danish consumers (8,541 responses), we show a positive link between D&I initiatives in products/services, marketing communications, as well as experiences and company attractiveness. Importantly, except for experiences, these relations are mediated by perceived commercial and social innovativeness. Unexpectedly, the role of commercial innovativeness is stronger. Our findings highlight the importance for companies to integrate D&I into their core offerings, rather than relying solely on D&I efforts within communication.

AB - Mirroring the growing interest in diversity and inclusion (D&I), more companies are adopting D&I initiatives. Drawing on social identity theory, reference groups, self-congruity theory, and recent D&I literature, this study examines the relationship between different D&I initiatives and general consumers’ perceived company attractiveness, considering the mediating roles of perceived commercial and social innovativeness. Based on structural equation modelling and a representative sample of Danish consumers (8,541 responses), we show a positive link between D&I initiatives in products/services, marketing communications, as well as experiences and company attractiveness. Importantly, except for experiences, these relations are mediated by perceived commercial and social innovativeness. Unexpectedly, the role of commercial innovativeness is stronger. Our findings highlight the importance for companies to integrate D&I into their core offerings, rather than relying solely on D&I efforts within communication.

KW - Attractiveness

KW - Diversity

KW - Inclusion, Identification

KW - Innovativeness

KW - Social Innovation

UR - http://www.scopus.com/inward/record.url?scp=85214693523&partnerID=8YFLogxK

U2 - 10.1016/j.jbusres.2025.115184

DO - 10.1016/j.jbusres.2025.115184

M3 - Journal article

SN - 0148-2963

VL - 189

SP - 115

EP - 184

JO - Journal of Business Research

JF - Journal of Business Research

M1 - 115184

ER -