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The generous consumer: Interpersonal generosity and pro-social dispositions as antecedents to cause-related purchase intentions

Author

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  • Rapert, Molly Inhofe
  • Thyroff, Anastasia
  • Grace, Sarah C.

Abstract

Cause-related marketing is prevalent in today’s marketing environment. The purpose of this research is to build and test a conceptual model surrounding the idea of a generous consumer – and what may lead a consumer to buy products affiliated with cause-related marketing. To do this, we examine the impact of pro-social consumer behaviors (i.e., social responsibility, empathy, moral reasoning, and self-report altruism (SRA) past helpfulness) on interpersonal generosity. Further, we explore the role of both pro-social consumer behaviors and interpersonal generosity on cause-related purchase intentions. Findings indicate that several pro-social consumer behaviors are predictors of cause-related purchasing intentions. Additionally, it is found that interpersonal generosity mediates other pro-social behaviors in determining consumer receptiveness to cause-related market exchanges.

Suggested Citation

  • Rapert, Molly Inhofe & Thyroff, Anastasia & Grace, Sarah C., 2021. "The generous consumer: Interpersonal generosity and pro-social dispositions as antecedents to cause-related purchase intentions," Journal of Business Research, Elsevier, vol. 132(C), pages 838-847.
    • Handle: RePEc:eee:jbrese:v:132:y:2021:i:c:p:838-847
    DOI: 10.1016/j.jbusres.2020.10.070
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    Cited by:

    1. Wen, Xiaohan (Hannah) & Kim, Shinhye & Bowen, Melanie, 2023. "Doing good by sharing messages: An investigation of “You Share, We Donate” campaigns and how they can attain viral success," Journal of Business Research, Elsevier, vol. 156(C).
    2. Muhammad Aftab Alam & David Rooney & Erik Lundmark & Murray Taylor, 2023. "The Ethics of Sharing: Does Generosity Erode the Competitive Advantage of an Ecosystem Firm?," Journal of Business Ethics, Springer, vol. 187(4), pages 821-839, November.

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