IDEAS home Printed from https://ideas.repec.org/a/ibn/ijbmjn/v11y2016i9p82.html
   My bibliography  Save this article

The Effect of Consumer Characteristics on the Cause-Related Marketing Campaign: The Role of Personal Life Values

Author

Listed:
  • Jaejin Lee
  • Jihye Kim

Abstract

Given the increased interest in cause-related marketing (CRM) in the marketing arena, this study demonstrated the importance of personal factors affecting CRM practice with the Theory of Planned Behavior (TPB) as a theoretical background. This study employed personal life values as an indicator of attitudes, social norms, and perceived consumer effectiveness in order to investigate more specific consumer characteristics in a cause-related marketing context. Findings show that consumers who values universalism and benevolence have more positive attitudes toward the CRM campaign, more strong subjective norm, and perceived consumer effectiveness. The results from this empirical study imply that consumers' personal life values have direct and indirect effects on the expended TPB model in the context of cause-related marketing. The findings from this study add to the body of knowledge about cause-related marketing in the field of advertising and marketing studies.

Suggested Citation

  • Jaejin Lee & Jihye Kim, 2016. "The Effect of Consumer Characteristics on the Cause-Related Marketing Campaign: The Role of Personal Life Values," International Journal of Business and Management, Canadian Center of Science and Education, vol. 11(9), pages 1-82, August.
    • Handle: RePEc:ibn:ijbmjn:v:11:y:2016:i:9:p:82
    as

    Download full text from publisher

    File URL: http://www.ccsenet.org/journal/index.php/ijbm/article/download/61308/33380
    Download Restriction: no
    File URL: http://www.ccsenet.org/journal/index.php/ijbm/article/view/61308
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    2. Jonas Nilsson, 2008. "Investment with a Conscience: Examining the Impact of Pro-Social Attitudes and Perceived Financial Performance on Socially Responsible Investment Behavior," Journal of Business Ethics, Springer, vol. 83(2), pages 307-325, December.
    3. Berglind, Matthew & Nakata, Cheryl, 2005. "Cause-related marketing: More buck than bang?," Business Horizons, Elsevier, vol. 48(5), pages 443-453.
    4. Vermeir, Iris & Verbeke, Wim, 2008. "Sustainable food consumption among young adults in Belgium: Theory of planned behaviour and the role of confidence and values," Ecological Economics, Elsevier, vol. 64(3), pages 542-553, January.
    5. Grunert, Suzanne C. & Juhl, Hans Jorn, 1995. "Values, environmental attitudes, and buying of organic foods," Journal of Economic Psychology, Elsevier, vol. 16(1), pages 39-62, March.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Guang-Wen Zheng & Abu Bakkar Siddik & Mohammad Masukujjaman & Syed Shah Alam & Alvina Akter, 2020. "Perceived Environmental Responsibilities and Green Buying Behavior: The Mediating Effect of Attitude," Sustainability, MDPI, vol. 13(1), pages 1-27, December.
    2. Kumar, Bipul, 2012. "Theory of Planned Behaviour Approach to Understand the Purchasing Behaviour for Environmentally Sustainable Products," IIMA Working Papers WP2012-12-08, Indian Institute of Management Ahmedabad, Research and Publication Department.
    3. Yi-Man Teng & Kun-Shan Wu & Di-Man Huang, 2014. "The Influence of Green Restaurant Decision Formation Using the VAB Model: The Effect of Environmental Concerns upon Intent to Visit," Sustainability, MDPI, vol. 6(12), pages 1-20, December.
    4. William Sun, 2020. "Toward a theory of ethical consumer intention formation: re-extending the theory of planned behavior," AMS Review, Springer;Academy of Marketing Science, vol. 10(3), pages 260-278, December.
    5. Kumar, Bipul & Manrai, Ajay K. & Manrai, Lalita A., 2017. "Purchasing behaviour for environmentally sustainable products: A conceptual framework and empirical study," Journal of Retailing and Consumer Services, Elsevier, vol. 34(C), pages 1-9.
    6. Lidia Alexa & Andreea Apetrei & Juan Sapena, 2021. "The COVID-19 Lockdown Effect on the Intention to Purchase Sustainable Brands," Sustainability, MDPI, vol. 13(6), pages 1-16, March.
    7. Fraccascia, Luca & Ceccarelli, Gaia & Dangelico, Rosa Maria, 2023. "Green products from industrial symbiosis: Are consumers ready for them?," Technological Forecasting and Social Change, Elsevier, vol. 189(C).
    8. Igor Popovic & Bart A. G. Bossink & Peter C. van der Sijde & Christine Y. M. Fong, 2020. "Why Are Consumers Willing to Pay More for Liquid Foods in Environmentally Friendly Packaging? A Dual Attitudes Perspective," Sustainability, MDPI, vol. 12(7), pages 1-14, April.
    9. Ruiz de Maya, Salvador & López-López, Inés & Munuera, José Luis, 2011. "Organic food consumption in Europe: International segmentation based on value system differences," Ecological Economics, Elsevier, vol. 70(10), pages 1767-1775, August.
    10. Andreas Falke & Nadine Schröder & Claudia Hofmann, 2022. "The influence of values in sustainable consumption among millennials," Journal of Business Economics, Springer, vol. 92(6), pages 899-928, August.
    11. Farida Saleem & Ahmad Adeel & Rizwan Ali & Shabir Hyder, 2018. "Intentions to adopt ecopreneurship: moderating role of collectivism and altruism," Entrepreneurship and Sustainability Issues, VsI Entrepreneurship and Sustainability Center, vol. 6(2), pages 517-537, December.
    12. Hsu, Chia-Lin & Chang, Chi-Ya & Yansritakul, Chutinart, 2017. "Exploring purchase intention of green skincare products using the theory of planned behavior: Testing the moderating effects of country of origin and price sensitivity," Journal of Retailing and Consumer Services, Elsevier, vol. 34(C), pages 145-152.
    13. Jana Hojnik & Mitja Ruzzier & Tatiana S. Manolova, 2020. "Sustainable development: Predictors of green consumerism in Slovenia," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(4), pages 1695-1708, July.
    14. Heena Thanki & Sweety Shah & Harishchandra Singh Rathod & Ankit D. Oza & Dumitru Doru Burduhos-Nergis, 2022. "I Am Ready to Invest in Socially Responsible Investments (SRI) Options Only If the Returns Are Not Compromised: Individual Investors’ Intentions toward SRI," Sustainability, MDPI, vol. 14(18), pages 1-17, September.
    15. Liobikienė, Genovaitė & Mandravickaitė, Justina & Bernatonienė, Jurga, 2016. "Theory of planned behavior approach to understand the green purchasing behavior in the EU: A cross-cultural study," Ecological Economics, Elsevier, vol. 125(C), pages 38-46.
    16. Ragna Nilssen & Geoff Bick & Russell Abratt, 2019. "Comparing the relative importance of sustainability as a consumer purchase criterion of food and clothing in the retail sector," Journal of Brand Management, Palgrave Macmillan, vol. 26(1), pages 71-83, January.
    17. Thapa Karki, Shova & Hubacek, Klaus, 2015. "Developing a conceptual framework for the attitude–intention–behaviour links driving illegal resource extraction in Bardia National Park, Nepal," Ecological Economics, Elsevier, vol. 117(C), pages 129-139.
    18. Johan Jansson, 2011. "Consumer eco‐innovation adoption: assessing attitudinal factors and perceived product characteristics," Business Strategy and the Environment, Wiley Blackwell, vol. 20(3), pages 192-210, March.
    19. Azwadi Ali Author_Email: azwadi@umt.edu.my, 2011. "He Mediating Role Of Attitudes In Trading Companies’ Shares," 2nd International Conference on Business and Economic Research (2nd ICBER 2011) Proceeding 2011-222, Conference Master Resources.
    20. Paolo Antonetti & Stan Maklan, 2014. "Feelings that Make a Difference: How Guilt and Pride Convince Consumers of the Effectiveness of Sustainable Consumption Choices," Journal of Business Ethics, Springer, vol. 124(1), pages 117-134, September.

    More about this item

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ibn:ijbmjn:v:11:y:2016:i:9:p:82. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Canadian Center of Science and Education (email available below). General contact details of provider: https://edirc.repec.org/data/cepflch.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.