Browse > Article
http://dx.doi.org/10.13106/ajbe.2022.vol12.no2.29

Investigating Factors Affecting Attitude Towards Cause-Related Marketing in Korea: Pespectives of SDGs  

KIM, Da Eun (KDI School of Public Policy and Management)
CHO, Yooncheong (KDI School of Public Policy and Management)
Publication Information
Asian Journal of Business Environment / v.12, no.2, 2022 , pp. 29-41 More about this Journal
Abstract
Purpose: In the era of sustainable development, the role of consumers and businesses has become increasingly important by demonstrating the importance of social and environmental issues. Accordingly, firms widely adopt cause-related marketing to fulfil corporate social responsibility. The purpose of this study is to examine factors that affect consumer attitude toward cause-related marketing with perspectives of the sustainable development goals (SDGs) and instrumental conditioning. Research design, data and methodology: Proposed research questions include effects of cognition, emotion, sustainability, and business ethics on attitude, effects of attitude on purchase intention, and effects of intention on satisfaction. This study collected the data via an online survey and applied factor and regression analysis. Results: Findings indicated that factors affect attitudes differently in cases of cause-related marketing with SDGs and instrumental conditioning. The results of this study found that business ethics affects consumer attitude and differ based on types of cause-related marketing. This study found that attitude positively affects purchase intention that also affects expected satisfaction. Conclusions: By applying perspectives of SDGs, findings of this study provide implications to producers, marketers, and policymakers to promote and achieve sustainability. In particular, the results found that business ethics should be more addressed to fulfill customer attitude.
Keywords
Cause-Related Marketing; SDGs; Instrumental Conditioning; Attitude;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
연도 인용수 순위
1 Creyer, E. H., & Ross Jr, W. T. (1997). The Influence of Firm Behavior on Purchase Intention: Do Consumers Really Care About Business Ethics? Actual Problems of Economics, 14(6), 421-432.
2 Drumwright, M. E. (1996). Company Advertising with a Social Dimension: The Role of Noneconomic Criteria. Journal of Marketing, 60(4), 71-87.   DOI
3 Duarte, P. A. de O., & Silva, S. C. e. (2018). The Role of Consumer-Cause Identification and Attitude in the intention to Purchase Cause-Related Products. International Marketing Review, 37(4), 603-620.   DOI
4 Fishbein, M., & Ajzen, I. (1975). Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research Reading. MA: Addison-Wesley.
5 Mowen, J. C., & Minor, M. (1998). Consumer Behavior. New York, NY: Prentice Hall Inc.
6 Skinner, B. F. (1938). The Behavior of Organisms: An Experimental Analysis. New York, NY: Appleton-Century.
7 Skinner, B. F. (1953). Science and Human Behavior. New York, NY: MacMillan.
8 Terry, D., & O'Leary, J. E. (1995). The Theory of Planned Behavior: The Effects of Perceived Behavioral Control and Self-Efficacy. British Journal of Social Psychology, 34, 199-220.   DOI
9 Till, B. D., & Nowak, L. I. (2000). Toward Effective Use of Cause-Related Marketing Alliances. Journal of Product & Brand Management, 9(7), 472-484.   DOI
10 Tian, Z., Wang, R., & Yang, W. (2011). Consumer Responses to Corporate Social Responsibility (CSR) in China. Journal of Business Ethics, 101(2), 197-212.   DOI
11 United Nations. (2015). Transforming Our World: The 2030 Agenda for Suatainable Development. In New York: United Nations, Department of Economic and Social Affairs.
12 United Nations Global Compact. (2017). 2017 United Nations Global Compact Progress Report: Business Solutions to Sustainable Development. UN.
13 Varadarajan, P. R., & Menon, A. (1988). Cause-Related Marketing: A Coalignment of Marketing Strategy and Corporate Philanthropy. Journal of Marketing, 52(3), 58.   DOI
14 Webb, D. J., & Mohr, L. A. (1998). A Typology of Consumer Responses to Cause-Related Marketing: From Skeptics to Socially Concerned. Journal of Public Policy and Marketing, 17(2), 226-238.   DOI
15 World Commission on Environment and Development. (1987). Our Common Future. Oxford: Oxford University Press.
16 Nan, X., & Heo, K. (2007). Consumer Responses to Corporate Social Responsibility (CSR) Initiatives: Examining the Role of Brand-Cause Fit in Cause-Related Marketing. Journal of Advertising, 36(2), 63-74.   DOI
17 Oberseder, M., Schlegelmilch, B. B., & Gruber, V. (2011). "Why Don't Consumers Care About CSR?": A Qualitative Study Exploring the Role of CSR in Consumption Decisions. Journal of Business Ethics, 104(4), 449-460.   DOI
18 Ruiz, S., & Sicilia, M. (2004). The Impact of Cognitive and/or Affective Processing Styles on Consumer Response to Advertising Appeals. Journal of Business Research, 57(6), 657-664.   DOI
19 Oliver, R. (2010). Satisfaction: A Behavioral Perspective on the Consumer. 2nd edition, Oxfordshire, UK: Routledge.
20 Ostrom, T. M. (1969). The Relationship Between the Affective, Behavioral, and Cognitive Components of Attitude. Journal of Experimental Social Psychology, 5(1), 12-30.   DOI
21 Schonherr, N., Findler, F., & Martinuzzi, A. (2017). Exploring the Interface of CSR and the Sustainable Development Goals. Transnational Corporations, 24(3), 33-47.   DOI
22 Seo, K., Dillard, J. P., & Shen, F. (2013). The Effects of Message Framing and Visual Image on Persuasion. Communication Quarterly, 61(5), 564-583.   DOI
23 Shaw, D., Grehan, E., Shiu, E., Hassan, L., & Thomson, J. (2005). An Exploration of Values in Ethical Consumer Decision Making. Journal of Consumer Behaviour, 4(3), 185-200.   DOI
24 Sheikh, S., & Beise-Zee, R. (2011). Corporate Social Responsibility or Cause-Related Marketing? The Role of Cause Specificity of CSR. Journal of Consumer Marketing, 28(1), 27-39.   DOI
25 Robinson, S. R., Irmak, C., & Jayachandran, S. (2012). Choice of Cause in Cause-Related Marketing. Journal of Marketing, 76(4), 126-139.   DOI
26 Ajzen, I., & Fishbein, M. (1980). Understanding Attitudes and Predicting Social Behavior. Englewood Cliffs, NJ: Prentice Hall.
27 Baldassarre, F., & Campo, R. (2016). Sustainability as a Marketing Tool: To Be or To Appear To Be? Business Horizons, 59(4), 421-429.   DOI
28 Sheppard, B. H., Hartwick, J., & Warshaw, P. R. (1988). The Theory of Reasoned Action: A Meta-Analysis of Past Research with Recommendations for Modifications and Future Research. Journal of Consumer Research, 15(3), 325-343.   DOI
29 Barone, M. J., Miyazaki, A. D., & Taylor, K. A. (2000). The Influence of Cause-Related Marketing on Consumer Choice: Does One Good Turn Deserve Another? Journal of the Academy of Marketing Science, 28(2), 248-262.   DOI
30 Eagly, A. H., & Chaiken, S. (1998). Attitude Structure and Function. In D. T. Gilbert, S. T. Fiske, & G. Lindzey (Eds.), Handbook of Social Psychology (pp.269-322), New York, NY: McGraw-Hill.
31 Sethi, P. S. (1975). Dimensions of Corporate Social Performance: An Analytical Framework. California Management Review, 17(3), 58-64.   DOI
32 Ferrell, O. C., Harrison, D. E., Ferrell, L., & Hair, J. F. (2019). Business Ethics, Corporate Social Responsibility, and Brand Attitudes: An exploratory study. Journal of Business Research, 95, 491-501.   DOI
33 Yoon, Y., Gurhan-Canli, Z., & Schwarz, N. (2006). The Effect of Corporate Social Responsibility Activities on Companies With Back Reputations. Journal of Consumer Psychology, 16(4), 377-390.   DOI
34 Zhang, B., Zhang, Y., & Zhou, P. (2021). Consumer Attitude towards Sustainability of Fast Fashion Products in the UK. Sustainability, 13(4), 1646.   DOI
35 Zhang, D., Morse, S., & Ma, Q. (2019). Corporate social responsibility and sustainable development in the china: current status and future perspectives. Sustainability, 11(16), 1-23.
36 Conner, M., & Armitage, C. J. (1998). Extending the Theory of Planned Behavior: A Review and Avenues for Further Research. Journal of Applied Social Psychology, 28(15), 1429-1464.   DOI
37 Edwards, K. (1990). The Interplay of Affect and Cognition in Attitude Formation and Change. Journal of Personality and Social Psychology, 59(2), 202-216.   DOI
38 Folkes, V. S., & Kamins, M. A. (1999). Effects of Information about Firms' Ethical and Unethical Actions on Consumers' Attitudes. Journal of Consumer Psychology, 8(3), 243-259.   DOI
39 Giese, J. L., & Cote, J. A. (2000). Definining Consumer Satisfaction. Academy of Marketing Science Review, 1, 1-24.   DOI
40 Kim, J. E., & Johnson, K. K. P. (2013). The Impact of Moral Emotions on Cause-Related Marketing Campaigns: A Cross-Cultural Examination. Journal of Business Ethics, 112(1), 79-90.   DOI
41 Lichtenstein, D. R., Drumwright, M. E., & Braig, B. M. (2004). The Effect of Corporate Social Responsibility on Customer Donations to Corporate-Supported Nonprofits. Journal of Marketing, 68(4), 16-32.   DOI
42 Ladero, M. M. G., Casquet, C. G., & Singh, J. (2015). Understanding Factors Influencing Consumer Attitudes toward Cause-Related Marketing. International Journal of Nonprofit and Voluntary Sector Marketing, 20(1), 52-70.   DOI
43 Laros, F. J. M., & Steenkamp, J. B. E. M. (2005). Emotions in Consumer Behavior: A Hierarchical Approach. Journal of Business Research, 58(10), 1437-1445.   DOI
44 Lewis, P. V. (1985). Defining 'Business Ethics': Like Nailing Jello to a Wall. Journal of Business Ethics, 4(5), 377-383.   DOI
45 Pringle, H., & Thompson, M. (1999). Brand Spirit: How Cause-Related Marketing Builds Brands (1st edition), Hoboken, NJ: Wiley.
46 Ajzen, I. (1991). The Theory of Planned Behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211.   DOI
47 Carroll, A. B. (1991). The Pyramid of Corporate Social Responsibliity: Toward the Moral Management of Organizational Stakeholders. Business Horizons, 34(4), 39-48.   DOI
48 Guerreiro, J., Rita, P., & Trigueiros, D. (2015). Attention, Emotions and Cause-Related Marketing Effectiveness. European Journal of Marketing, 49(11/12), 1728-1750.   DOI
49 Lafferty, B.A. & Edmondson, D. R. (2014). A Note on the Role of Cause Type in Cause-Related Marketing. Journal of Business Research. 67(7), 1455-1460.   DOI
50 Wells, V. K. (2014). Behavioural Psychology, Marketing and Consumer Behaviour: A Literature Review and Future Research Agenda. Journal of Marketing Management, 30(11-12), 1119-1158.   DOI
51 Mullen, J. (1997). Performance-Based Corporate Philanthropy: How "Giving Smart" Can Further Corporate Goals. Public Relations Quarterly, 42(2), 42-48.
52 Bowen, H. (1953). Social Responsibilities of the Businessman. New York, NY: Harper
53 Lii, Y. S., Wu, K. W., & Ding, M. C. (2013). Doing Good Does Good? Sustainable Marketing of CSR and Consumer Evaluations. Corporate Social Responsibility and Environmental Management, 20(1), 15-28.   DOI
54 Berger, I. E., Cunningham, P. H., & Drumwright, M. E. (2007). Mainstreaming Corporate Social Responsibility: Developing Markets for Virtue. California Management Review, 49(4), 132-157.   DOI
55 Berglind, M., & Nakata, C. (2005). Cause-Related Marketing: More Buck Than Bang? Business Horizons, 48(5), 443-453.   DOI
56 Bronn, P. S., & Vrioni, A. B. (2001). Corporate Social Responsibility and Cause-Related Marketing: An Overview. International Journal of Advertising, 20(2), 207-222.   DOI
57 Carrigan, M., & Attalla, A. (2001). The Myth of the Ethical Consumer-Do Ethics Matter in Purchase Behavior? Journal of Consumer Marketing, 18(7), 560-578.   DOI
58 Carroll, A. B. (1979). A Three-Dimensional Conceptual Model of Corporate Performance. Academy of Management Review, 4(4), 497-505.   DOI
59 McGuire, J. W. (1963). Business and Society. New York, NY: McGraw-Hill.
60 Malouff, J., Thorsteinsson E., Schutte N., & Rooke S.E. (2009). Effects of Vicarious Punishment: A Meta-Analysis. The Journal of General Psychology. 136(3), 271-285.   DOI
61 Miotto, G., & Youn, S. (2020). The Impact of Fast Fashion Retailers' Sustainable Collections on Corporate Legitimacy: Examining the Mediating Role of Altruistic Attributions. Journal of Consumer Behaviour, 19(6), 618-631.   DOI
62 Mohr, L. A., Webb, D. J., & Harris, K. (2001). Do Consumers Expect Companies to be Socially Responsible? The Impact of Corporate Social Responsibility on Buying Behavior. The Journal of Consumer Affaris, 35(1), 45-72.   DOI
63 Nameghi, E. N. M., & Shadi, M. A. (2013). Affective and Cognitive: Consumers Attitude toward Practicing Green (Reducing, Recycling & Reusing). International Journal of Marketing Studies, 5(1), 157-164.
64 Oh, J. C., & Yoon, S. J. (2014). Theory-Based Approach to Factors Affecting Ethical Consumption. International Journal of Consumer Studies, 38(3), 278-288.   DOI
65 Pomering, A., & Dolnicar, S. (2009). Assessing the Prerequisite of Successful CSR Implementation: Are Consumers Aware of CSR Initiatives? Journal of Business Ethics, 85(2), 285-301.   DOI