Literature Review

The influence of a sustainable firm behavior on purchase intention and brand image can be achieved through professional compliance in the supply chain management of an organization. In regard to a proper understanding of the subject matter, such issues as the relevant factors that positively contribute to a sustainable firm behavior, obstacles that hinder achieving a sustainable firm behavior, and ways in which a sustainable firm behavior can be achieved, must be properly incorporated by the relevant management parties within an organization. The incorporation of the given issues will promptly aid in understanding the actual management activities that facilitate sustainable behavior on the purchase intention and brand image within an organization. Therefore, it is through the managerial understanding concerning the subject matter that such activities, which positively influence sustainable behavior will be achieved with high purchase intention and brand image.

According to Briggs (2010), a sustainable behavior within an organization can be ascertained through high levels of professionalism in an organizational decision-making process. Other than being the overseer of almost decisions within an organization, the managers also assist in making sure that appreciable conducts are achieved within the organization for a better organizational performance. Therefore, the exhibition of dignified professionalism among the organizational management system will aid in the accurate decision-making process in which the employee behavior in the production processes will be positively influenced. It is through the professional production process among the organizational personnel that a high purchase intention coupled with the brand image will be guaranteed within the target market segment.

In a proposal to the application of professional compliance in management activities within an organization, Bloom, Genakos, Sadun, and Van Reenen (2012) suggested a horizontal management theory in facilitating a constructive production process. Here, the horizontal management structure will provide an equal platform for all the organizational employees in which the decision-making process is achieved from bottom to top. Such management structures are always characterized by quality production processes that promptly promote sustainable behavior that encourages high purchase intentions brand image recognition among the target customers. However, according to Clegg, Kornberger, and Pitsis (2015), a sustainable behavior that promotes appreciable purchase intention and recognizable product image are characterized by a high level of ethical compliance among the organizational employees. It is through the ethical consideration that productive behavior will prevail among the organizational employees.

Cosequently, David (2011) proposed a strategic management system in ensuring sustainable behavior with a constructive influence on purchase intention and brand recognition. According to David, A strategic management must positively comply with the supply chain management activities within an organization. Particularly, he argued that a sustainable behavior within an organization is achieved through customer satisfaction within a target market segment. In this essence, a proper marketing strategy must be portrayed in production activities for a positive result in the satisfaction of the intended customers. Finally, In the line of David’s argument on sustainable behavior within an organization, Hawkins and Mothersbaugh (2016) added that professionalism, coupled with ethical consideration in handling marketing issues play an important role in ensuring a sustainable behavior among the organizational personnel.

In summary, sustainable behavior that positively influence both high purchase intention and brand image are achieved through professionalism with concrete compliance to dignified decision-making processes. However, the sustainable organizational behavior can only be guaranteed through proper supply chain management strategies within an organization. Moreover, ethical consideration in the application of the informed decisions in the supply chain management plays an important role in the sustainable behavior within an organization. Therefore, it is relevant to recognize such management compliance as the professionalism, coupled with ethical consideration in ensuring sustainable behavior characterized by high purchase intention and brand image.