Purpose Cause-related marketing (CRM) is an increasing popular marketing strategy in which a firm donates a specific amount to a designed cause when customers engage in revenue-providing exchanges. Based on balance and attribution theory, this paper aims to explore the interaction effect of donation amount and ad orientation, two important factors of formulation and communication of CRM, respectively, on consumer response and the mediating effect of consumers’ perceived company motives. Design/methodology/approach Two 2 (donation amount: small vs large) × 2 (ad orientation: product- vs cause-oriented) between-subjects experimental studies were conducted in marketing course with 284 and 157 Chinese undergraduate students participating in Studies 1 and 2, respectively. ANOVA and regression were used to test the hypotheses. Findings Study 1 shows the significant interaction effects of donation amount and ad orientation on consumers’ response. When CRM has a large donation amount, cause-oriented (vs product-oriented) ad leads to consumers’ more positive company attitude and higher purchase intention. The opposite is true for the small donation amount condition. Study 2 shows that the above interaction effect is mediated by consumer-attributed company motives. The attributed motive of sincerely caring about social cause has significant positive effect on consumer response, whereas the attributed motive of increasing sales or improving corporate image does not. Originality/value This paper contributes to the literature by empirically examining the interaction effect of donation amount and ad orientation on consumer-inferred motives and behavioral response. The findings are valuable because they indicate the importance of matching between factors at formulation and communication stage. In addition, this paper found that consumers are “tolerant” of companies using CRM to promote product sales and improve brand image.
Littering is a worldwide problem and Vietnam is one of the most affected countries. To enact change, not only individual cognitive determinants but also social and natural-, or environment-related variables should be taken into consideration. Although there is a large body of literature researching littering, most researchers do not distinguish the level of these factors. Thus, this research aims to investigate the interactive mechanism of these different level factors influencing the intention of the Vietnamese to stop littering, with the multi-level social-ecological model used to guide model building. The data were collected through a self-reported online questionnaire and the Partial Least Squares Structural Equation Modelling (PLS-SEM) method was employed to examine the proposed conceptual framework. The results indicated that perceived behavioral control and connectedness to nature are the two main factors influencing the Vietnamese people’s intention to stop littering. Multi-group analysis results suggested the moderating effects of injunctive and descriptive norms. This research proposed a new conceptual framework and achieved unique insights into littering behavior in Vietnam, which could benefit and guide behavioral change experts, academics, and practitioners to design appropriate marketing strategies/campaigns to reduce littering.
Context. Koalas are an Australian icon and their numbers are seriously declining. In some regions, a key threat to koalas is vehicle strikes. Therefore, understanding what might convince people to be more vigilant and willing to slow down in areas with high koala numbers is an important research undertaking. Aims. This study aims to use the wildlife value orientation (WVO) framework, a valuebased segmentation process, to extend conservation insight. It will do this by demonstrating the application of social cognitive theory (SCT), to investigate how wildlife beliefs can help in identifying worthwhile groups to target with wildlife conservation interventions. The findings of this study can be used to benefit koalas by assisting conservation planning efforts to decrease driving speed and promote positive changes in driving behaviour. Method. Data collection through intercept surveys was employed by convenience sampling in 2019. A total of 661 responses were collected from residents of a koala priority conservation area in Queensland, Australia. Respondents were asked about their wildlife values, beliefs, attitudes, norms, barriers, and intentions to slow down, while driving in a koala area. Four key groups were identified based on respondents' WVO (i.e. mutualists, pluralists, traditionalists and distanced) and multigroup structural equation modelling was conducted to understand group differences. Key results. The analysis identified several significant psychographic factors that influenced people's intentions to protect koalas dependent on what wildlife value respondents held. Injunctive norms were important, positively influencing the intention of traditionalists and pluralists to slow down while driving in a koala area. Individual attitude positively influenced safe driving intention for pluralists, while perceived barriers negatively influenced mutualists' intention to slow down. Other groups did not show similar results. Conclusion. A person's WVO can influence their intention to protect koalas by modifying their driving behaviour. Various social marketing approaches can benefit conservation strategies aimed at different WVO groups with targeted messages and interventions for each group. Implications. This paper demonstrates the value of SCT in explaining people's intention to slow down to protect koalas. The identification of group differences demonstrates that varied approaches are required to deliver behavioural change to benefit koalas.
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