Article2019

The Impact of Cause-Related Marketing on Millennials’ Product Attitudes and Purchase Intentions

Jacqueline Kilsheimer Eastman · K. Bryant Smalley · Jacob C. Warren

37 citations0/0 files storedJournal of Promotion Management

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Consumer Behavior in Brand Consumption and Identification Environmental Sustainability in Business Corporate Social Responsibility and Sustainability

Abstract

This study, using scenarios, examined the impact of two kinds of cause-related marketing (CRM) efforts (a traditional donation of a portion of sales to a related cause and a more strategic one-for-one donation of donating a product to a related cause when that product was purchased) on millennials’ (those born between 1982 and 2000) attitudes and purchase intentions for four different consumer product categories. The four different consumer product categories selected included a specialty good (laptop), a shopping good (hat), a convenience good (bottled water), and a service (food restaurant). Given the importance of social media to millennials, this research also examined the role of social media on CRM awareness. While millennials had relatively low awareness of CRM campaigns, there was a positive correlation between social media use and CRM awareness. Additionally, CRM efforts may not work for all products as there was no impact on attitude or purchase intention for the product category of laptops. Additionally, the positive attitudes created by marketers’ CRM efforts will not always translate to increased purchase intentions. The use of a strategic one-for-one CRM effort though had a greater impact, specifically for products that deal with needed fundamentals, such as food and water.

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References

2001Does Doing Good Always Lead to Doing Better? Consumer Reactions to Corporate Social Responsibility 2001Targeting consumers who are willing to pay more for environmentally friendly products 2000Millennials Rising: The Next Great Generation 1988Cause-Related Marketing: A Coalignment of Marketing Strategy and Corporate Philanthropy 2004Corporate Social Responsibility and Marketing: An Integrative Framework 2001The myth of the ethical consumer – do ethics matter in purchase behaviour?1998Donations to Charity as Purchase Incentives: How Well They Work May Depend on What You Are Trying to Sell 2008Social marketing: influencing behaviors for good

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