Investigating factors affecting attitude toward cause-related marketing

Abstract

In 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.