Investigating factors affecting attitude toward cause-related marketing

KIM, Da Eun

DC Field Value Language
dc.contributor.advisorCho, Yoon Cheong-
dc.contributor.authorKIM, Da Eun-
dc.descriptionThesis(Master) -- KDI School: Master of Development Policy, 2021-
dc.description.abstractIn the era of sustainable development, the role of consumers and business has become increasingly important. Consumers demonstrate their social and environmental consciousness through their purchase behavior. Accordingly, firms widely adopt cause-related marketing to satisfy consumer’s needs and fulfil corporate social responsibility. The purpose of this study is to examine factors that affect consumer attitude toward cause-related marketing. Specifically, this study approached cause-related marketing with perspectives of the sustainable development goals (SDGs). This study also adopted the concept of instrumental conditioning. This study examined the effects of cognition, emotion, sustainability, and business ethics on consumer attitude towards cause-related marketing that is linked to SDG 2 (zero hunger), SDG 3 (good health and well-being), SDG 13 (climate action) with positive punishment and positive reinforcement. For quantitative analysis, data was gathered through an online survey. This study applied factor analysis and regression analysis to test the effects of factors on attitude and the relationship between attitude, purchase intention, and expected satisfaction. Findings indicates that the factors affect consumer attitude differently in each cases of cause-related marketing linked to the SDGs and instrumental conditioning. This study revealed that business ethics affects consumer attitude regardless of the types of cause-related marketing. This study also found that attitude positively affects purchase intention, and consequently purchase intention affects expected satisfaction on cause-related marketing. By applying perspectives of the SDGs, the findings of this study could be used to urge producers, marketers, policymakers, and institutes to promote and achieve sustainable development goals.-
dc.description.tableOfContentsI. Introduction II. Literature Review III. Theoretical Background IV. Hypothesis Development V. Methodology VI. Data Analysis VII. Conclusions-
dc.format.extent69 p-
dc.publisherKDI School-
dc.subjectSustainable development-
dc.subjectSocial marketing-
dc.titleInvestigating factors affecting attitude toward cause-related marketing-
dc.title.alternativeperspectives of sustainable development goals-
dc.contributor.departmentKDI School, Master of Development Policy-
dc.description.statementOfResponsibilityDa Eun KIM-
Files in This Item:
Appears in Collections:

Click the button and follow the links to connect to the full text. (KDI CL members only)


Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.

상단으로 이동