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Exploring the Impact of Cause-related marketing on Consumer Purchase Intention for Bottled Tea FMCGs

In: Proceedings of the 2024 4th International Conference on Enterprise Management and Economic Development (ICEMED 2024)

Author

Listed:
  • Chingchien Yang

    (Shaoguan University, School of Business)

  • Guixiang Xia

    (Shaoguan University, School of Business)

  • Fangjun Song

    (Shaoguan University, School of Education Science)

  • Peiying Kao

    (Shao Culture Research Institute, Shaoguan University)

Abstract

The impact of different marketing methods on consumers’ purchasing intentions for fast moving consumer goods is an issue worthy of attention. This study takes bottled tea products as the subjects to empirically investigate the impact of different marketing methods on consumers’ intention. The results indicate that cause-related marketing, healthy marketing, product marketing, and packaging marketing have a significant impact on consumer intention to purchase bottled tea FMCGs, while personalized marketing has a less significant impact on consumer purchase intention.

Suggested Citation

  • Chingchien Yang & Guixiang Xia & Fangjun Song & Peiying Kao, 2024. "Exploring the Impact of Cause-related marketing on Consumer Purchase Intention for Bottled Tea FMCGs," Advances in Economics, Business and Management Research, in: Hongbing Cheng & Sikandar Ali Qalati & Noor Sharoja Binti Sapiei & Mazni Binti Abdullah (ed.), Proceedings of the 2024 4th International Conference on Enterprise Management and Economic Development (ICEMED 2024), pages 437-443, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-506-5_48
    DOI: 10.2991/978-94-6463-506-5_48
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