Journal of Information Technology Services (한국IT서비스학회지)

Korea Society of IT Services (한국IT서비스학회)
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The Effect of Cause Marketing towards Purchasing Intention and Purchasing Attitudes

윤리적 소비가치(코즈마케팅)가 구매태도와 구매의도에 미치는 영향

  • 이진희 (숭실사이버대학교 외식창업경영학과)
  • Received : 2015.07.31
  • Accepted : 2015.09.14
  • Published : 2015.09.30
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Abstract

As the social value gradually increases, the company's social responsibilities are granted and there are a growing number of requirements for a public value to economic value for the company. The cause marketing which has become widely known, it allows us to realize these values and in dictionary meaning, enterprises justification combines with marketing strategically, and is also illustrated as 'Cause Related Marketing.' For specific action plan, it is a marketing by connecting the selling of the product and donation to work out together to improve environment, public health, and poverty. This study examines how the cause marketing impact on the consumer's purchasing behaviour and purchasing intention and to find out whether there is an interrelationship. As a result, it turned out that cause marketing effect on purchasing attitudes and also the purchasing behaviour impact on the purchasing intention. Furthermore, the cause marketing influence on purchasing intention. As the idea of consumption gradually changes from the product consumption to value-based consumption as the time flows, the result of this research drew out the meaningful contents.

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References

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