Stakeholder satisfaction with corporate conflict engagement actions: Exploring the effects of goodwill, trust, and value alignment

In the last decade, businesses have played an increasingly significant role in promoting stability, democracy, and human rights, particularly concerning the United Nations Sustainable Development Goals, which emphasize peace, justice, and strong institutions. Consequently, there has been a greater focus on corporate social responsibility and corporate citizenship. Research has explored business motivations and actions in conflict mitigation. Nevertheless, less attention has been given to the impact of conflict engagement actions on stakeholders’ perceptions and behavioral intentions. This study aims to fill this gap by testing the effects of types of corporate conflict engagement actions (CCEAs) on stakeholders’ satisfaction with business choices and overall corporate goodwill. This study employs an experimental design in which respondents are exposed to CCEAs in scenarios related to the Russia–Ukraine conflict. The findings of this study are particularly relevant to business firms and their quest for whether to engage in regions undergoing conflict. The results illuminate the key factors of CCEAs that shape stakeholder satisfaction and corporate goodwill perceptions in today’s complex geopolitical landscape.