Antecedents of Consumer Attitudes toward Cause-Related Marketing

Youn, Seounmi; Kim, Hyuksoo

doi:10.2501/s0021849908080136

Cited by 135 publications

(91 citation statements)

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“…This is also consistent with previous research examining the consumer response to CSR. Specifically, Youn and Kim (2008) Basil and Weber (2006) also note that consumers who have a strong concern for appearances make purchases from socially responsible organizations when attempting to make a positive impression on others. They also suggest that "these individuals may be supportive of CSR because it is the socially appropriate behavior, rather than out of a personal sense that CSR is important" (Basil and Weber 2006, p. 68 And because of that then you bring in another category of value -social responsibility.…”

Section: Gifts As a Means To Develop Awarenessmentioning

confidence: 99%

“…Youn and Kim (2008) also suggest that consumers purchase products from firms that support social causes in an effort to enhance their identity to others. The current research explores whether and how these differing types of social value (e.g.…”

Section: Literature Reviewmentioning

confidence: 99%

“…Youn and Kim (2008), for example, suggest that demand for publicly visible products is enhanced through cause-related marketing campaigns, because publicly self-conscious consumers are more receptive to these campaigns. In addition, Peloza and Shang (2011) note that symbolic products provide consumers with an opportunity to express their social identity to others.…”

Section: Literature Reviewmentioning

confidence: 99%

See 2 more Smart Citations

Giving the Gift of Goodness: An Exploration of Socially Responsible Gift-Giving

2014

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Previous research demonstrates that consumers support firms' CSR activities, and increasingly demand socially responsible products and services. However, an implicit assumption in the extant literature is that the purchaser and the consumer of the product are the same person. The current research focuses on a unique form of socially responsible consumption behavior: giftgiving. Through thirty depth consumer interviews, we develop a typology of consumers based on whether consumers integrate CSR-related information into purchases, and whether the purchases are for themselves or for others (i.e., gifts). We find that in some instances, consumers actively avoid purchasing products from socially responsible organizations and do so with the intention of managing their impressions with the gift recipient. This is counter to previous research that suggests consumers often choose to make socially responsible consumption decisions in efforts to satisfy self-presentation concerns. In addition, the decision to engage in socially responsible consumption for oneself but not for others was motivated by a variety of factors including the role of the recipient and a concern over the credibility of socially responsible gifts. Finally, some participants who do not incorporate CSR into their own personal consumption chose gifts based on a variety of CSR activities in an effort to build awareness for socially responsible organizations.

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Section: Gifts As a Means To Develop Awarenessmentioning

confidence: 99%

Section: Literature Reviewmentioning

confidence: 99%

Section: Literature Reviewmentioning

confidence: 99%

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Giving the Gift of Goodness: An Exploration of Socially Responsible Gift-Giving

2014

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“…These findings suggest that consumers generally are not extremely skeptical of cause-related marketing efforts, but regard them as legitimate actions with a combined societal and business goal. In fact, Youn and Kim (2008) even found that the more skeptical consumers are about advertising in general, the more supportive they tend to be toward cause-related marketing. It seems that many consumers see this form of CSR as a refreshingly sincere type of marketing.…”

Section: Cause-related Marketingmentioning

confidence: 99%

Creating Consumer Confidence in CSR Communications

Berens

Popma

2014

Communicating Corporate Social Responsibility: Perspectives and Practice

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A large number of studies have suggested that consumers in Western countries increasingly attach importance to corporate social responsibility (CSR), i.e., the social and environmental activities of the companies they buy from (e.g., Cone, 2005). This is paralleled by an increasing interest in CSR among businesses, particularly large companies. For example, a survey by the Center for Corporate Citizenship at Boston College (CCCBC, 2005) reported that 98% of the large companies surveyed in the U.S. were actively involved in at least some CSR activities, and that 53% were motivated in these activities by the belief that CSR is important to consumers. In

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“…A second stream of research within cause-related marketing adopts the consumer perspective, thus building a case regarding consumer responsibility (Caruana & Crane, 2008) or ethical brands and everyday consumption (Szmigin et al, 2007). The consumer perspective also integrates evaluations of consumer response strategies towards CRM initiatives (e.g., Youn & Hyuksoo, 2008). The third and far less researched stream of cause-related marketing research has focused on the effect of these initiatives from the cause perspective, thus thematically approaching the cause as the main subject of concern, e.g., within human trafficking (Arthurs, 2009) or breast cancer (Harvey & Strahilevitz, 2009 Salzer-Mörling & Strannegård, 2007;Nickel & Eikenberry, 2009).…”

mentioning

confidence: 99%