• 유통과학연구
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• 제11권12호
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• pp.63-69
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• 2013

Purpose - Ethical consumption is the action of buying one product over another with an ethical idea in mind. It has gained in popularity since the 1990s with more emphasis being put on the power of consumer actions to create social, economic, and environmental change. Ethical consumption involves boycotts of certain products or brands as well as purchases linked to ethical issues. Cause-related marketing (the buying behavior of ethical consumption) involves a for-profit and non-profit entity teaming up to promote a product at the same time as promoting a social cause. Each time a consumer buys that product, a donation is made by the for-profit entity to the non-profit entity supporting the specific cause. Cause-related marketing has become a tremendously popular type of ethical consumption in recent years owing to its reputation of allowing companies to "do well by doing good." This study examines how consumers' perception of cause and attitude influence their attitude toward a cause-related marketing campaign and attempts to suggest implications for marketers. Research design, data, and methodology - First, this study was designed to examine the consumers' perception factors (cause involvement, attitude for cause, attitude for company and brand familiarity) in order to determine whether these factors have significantly affected consumers' attitude toward a cause-related marketing campaign. Second, this study developed a structural equation model and tested it empirically using survey data from 223 individual respondents. Respondents were undergraduate students in Chungnam. They were shown an existing real campaign message of cause-related marketing, and then filled out a questionnaire. Data were analyzed with SPSS 20.0 and AMOS 17.0 programs. Results - The hypotheses were tested using factor analysis and structural equation modeling. The study's results showed that brand familiarity, attitude to the company and attitude to the cause significantly affected consumers' attitude toward the cause-related marketing campaign and performance. In particular, attitude to the cause was significantly related to attitude and performance of the cause-related marketing campaign. However, the hypothesis about cause involvement was not supported with the results indicating that cause involvement did not affect consumers' attitude toward the cause-related marketing campaign. The findings underline the importance of consumer perceptions of the cause and the company and their attitude to the cause. They point to the importance of individual differences that influence consumer perceptions of the cause, the company and brand familiarity. Also of importance is the consumer's attitude to the cause. Conclusions - The findings suggest some practical implications in designing and implementing cause-related marketing campaigns. It is important to enhance brand familiarity and create a favorable attitude to the company and attitude to the cause before designing cause-related marketing campaigns. The rising popularity of cause-related marketing has been attributed to its potential to cut through advertising clutter. The findings in this study suggest that marketing campaigns supporting a cause make a difference.

• 한국의류학회지
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• 제39권1호
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• pp.43-54
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• 2015

This study examines how consumer value and conspicuous consumption tendency influence attitudes and purchase intention toward fashion cause-related marketing products. Survey questionnaires were distributed to 326 women in their 20's to 50's living in Seoul January 2012. The instruments included measurements of consumer value, conspicuous consumption tendency, attitude toward fashion cause-related marketing products, intention to purchase fashion cause-related marketing products, and demographics. Factor analysis, correlations, and multiple regressions were conducted using SPSS 12.0. The results of this research are as follows. Consumer value affected attitude toward fashion cause-related marketing products as well as intention to purchase products. Those with a higher conspicuous consumption tendency showed a higher intention to purchase fashion cause-related marketing products, regardless of attitude toward fashion CRM products. This indicates that and association with famous prestige brands will increase the possibility of success of cause-related marketing products. The research helps establish a marketing strategy to launch new fashion cause-related marketing products by discovering the relationships between consumer consumption patterns and attitudes toward fashion cause-related marketing products.

• Asia Marketing Journal
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• 제19권3호
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• pp.1-17
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• 2017

The current research examines whether and when cause marketing, whereby firms link product sales to the support of a charity or cause, can increase charitable giving and happiness. Previous research suggests that cause marketing might reduce charitable giving and happiness among consumers. However, the present research finds the opposite result by introducing nostalgia as a moderator; cause marketing can enhance consumers' charity giving when their nostalgia is triggered. Moreover, results show that charitable giving increased by cause marketing improves feelings of happiness, suggesting that people view charitable behavior as a means of enhancing happiness. Interestingly, charitable giving and happiness are promoted by the situational priming of nostalgic events, but not by chronic individual differences such as nostalgia proneness.

• 디지털융복합연구
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• 제15권12호
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• pp.255-263
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• 2017

최근 공익 마케팅은 브랜드 포지셔닝의 주요 전략으로 활용되고 있다. 본 연구에서는 공익 마케팅 유형에 따른 소비자 반응의 상이함과 이에 영향을 주는 요인들에 주목하였다. 실제 브랜드의 공익 마케팅 활동과 이에 참여하는 소비자를 대상으로 조사를 시행한 결과, 자발적으로 참여하는 형태와 기업이 주도하는 형태는 공익 마케팅 대상 브랜드에 대한 진정성 지각에 상이한 영향을 주었으며, 이는 브랜드 인지도에 의해 조절되었다. 구체적으로, 자발 참여형에서 기업 주도형 보다 구매의도와 브랜드 진정성이 높았다. 유형별로 살펴본 결과, 기업 주도형은 브랜드 인지도가 낮을(vs. 높을) 때 브랜드 진정성을 통한 구매의도에 미치는 영향이 커졌다. 하지만 자발 참여형은 브랜드 인지도에 따라 구매의도와 브랜드 진정성에 미치는 영향이 상이하지 않았다. 이는 공익 마케팅의 효과를 높이기 위해서는 기업 주도형 보다는 자발 참여형이 더 유의함을 밝히는 결과이며, 기업 주도형 공익 마케팅을 진행하는 경우에는 브랜드 진정성을 높게 지각하게 할 수 있는 방안에 대해 모색하는 것이 공익 마케팅의 성공을 담보하는 길임을 시사한다.

• 한국IT서비스학회지
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• 제14권3호
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• pp.19-31
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• 2015

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.

• 지식경영연구
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• 제15권4호
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• pp.127-145
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• 2014

This study aims to examine the effects of message framing of restaurant menus on customers' perceptions (trust and immersion) and their willingness to pay a premium price. The contents of messages focused on a hypothetical restaurant's cause-marketing activity. Four types of message framing were created: The first two types were varied by the presence and absence of the information about the current cause-marketing outcome, and the second two types were varied by positive and negative framing. The results showed that respondents in general had trust in cause-marketing messages and immersion of cause-marketing message by negative framing lead to positive influence of willingness to pay. Furthermore it had a significant effect on willingness to pay depending on cause-marketing message type and negative message framed messages showed an intention to willingness to pay a premium price. This study compared the difference in messages by type as an extension of the studies of cause-marketing messages in the past. The results of this study will be used for establishing effective marketing strategies for today's foodservice companies and serve as objective data for setting differentiated prices under the circumstance where the importance of companies' social responsibilities is growing.

• 디지털콘텐츠학회 논문지
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• 제19권5호
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• pp.881-889
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• 2018

본 연구는 기업의 공익연계마케팅 정보제시형태에 따른 소비자 태도를 브랜드 수준과 한국, 중국을 중심으로 살펴보았다. 분석 결과, 첫째, 기업이 실시하는 공익 연계 마케팅 정보 제시 형태는 구체적이 추상적보다 소비자 태도가 높은 것으로 나타났다. 둘째, 공익 연계 마케팅 정보 제시 형태에 따른 소비자 태도는 실시하는 브랜드의 수준(기업 브랜드, 개별 브랜드)에 따라 다른 것으로 나타났다. 셋째, 공익 연계 마케팅 정보 제시 형태에 따른 소비자 태도는 한국과 중국에 따라 다른 것으로 나타났다. 마지막으로, 이러한 연구결과를 토대로 학문적 뿐만 아니라 마케팅 전략 수립에 기초가 되는 실무적 시사점을 제공하고자 한다.

• 한국컴퓨터정보학회논문지
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• 제29권1호
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• pp.251-261
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• 2024

본 연구는 S-O-R 이론과 사회적 정체성 이론을 기반으로 하여, 어떻게 원인 관련 마케팅이 소비자의 구매 의도에 영향을 미치는지를 탐구하는 것을 목표로 합니다. 306개의 설문 응답을 분석한 결과, 원인 관련 마케팅이 지각된 가치, 인지적 동일성, 그리고 구매 행동에 중요한 영향을 미치는 것으로 나타났습니다. 지각된 가치와 인지적 동일성은 더 나아가 구매를 촉진합니다. 원인 관련 마케팅과 소비자의 구매 의도 간의 중재자로서, 지각된 가치와 인지적 동일성은 마케팅 행동과 구매 의도 간의 연결을 강화합니다. 게다가, 강화된 지각된 가치는 소비자가 마케팅 활동에 대한 인지적 동일성을 형성하는 데 기여합니다. 이러한 연구 결과는 비즈니스 마케팅에 대한 중요한 이론적 통찰과 실용적 함의를 제공합니다.

• 경영과정보연구
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• 제38권4호
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• pp.95-111
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• 2019

본 연구는 기업의 공익연계마케팅 활동의 효과를 측정하기 위해 소비자의 공익연계마케팅 제품에 대한 선호도를 종속변수로 선정하여 실험을 진행하였다. 공익연계마케팅 제품에 대한 선호도에 영향을 미치는 주된 요인 중 하나인 제품 유형의 영향에 초점을 두었다. 기존 연구는 제품 유형이 공익연계마케팅의 효과에 미치는 영향에 관해 쾌락적인 제품이 실용적인 제품에 비해 공익연계마케팅의 효과가 높다고 밝혔고, 이는 죄책감의 논리로 주로 설명되었다. 그러나 상반된 연구 결과가 존재하고 죄책감의 수준은 소비자나 시장 환경의 특성에 따라 다를 수 있다는 점에서, 본 연구는 제품 유형의 영향을 심층적으로 살펴보고자 하였다. 그래서 한국과 중국 시장을 비교 대상으로 하여 국가와 제품 유형 간의 상호작용 효과를 검증하였다. 검증 결과, 유의한 효과가 존재하였고 한국과 중국 소비자 간에 제품 유형에 따른 공익연계마케팅 제품 선호도에 대한 차이가 있었다. 이와 같은 연구 결과를 바탕으로 본 연구의 시사점과 한계점 및 향후 연구방향에 대해 제시하였다.

• Asian Journal of Business Environment
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• 제12권2호
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• pp.29-41
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• 2022

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.