• Journal of Distribution Science
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• v.11 no.12
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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.

• The Journal of Industrial Distribution & Business
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• v.10 no.3
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• pp.35-44
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• 2019

Purpose - The purpose of this study is to empirically investigate the effect of choice of cause on the purchase intention by dividing it into the situation selected by the consumer and the company. This study also examines the moderating effect of cause options diversity and company-cause fit on the relationship between choice of cause and purchase intention. This will provide the theoretical information necessary to gain an in-depth understanding of the consumer's intention to purchase the cause-related marketing campaign, and in practice, it is expected that companies will be able to obtain useful information for effective planning and execution of the cause-related marketing campaign. Research design, date, and methodology - This study's survey was carried out on the college students of university located in Shandong, China. It was from November 4-11, 2018, and a total of 440 questionnaires were distributed, with 424 collected. Of them, effective questionnaires used in the final study were a total of 400 except 24 that couldn't be used. In this study, empirical analysis was done with frequency analysis, reliability analysis, analysis of variance and simple effect analysis by using Statistics Package SPSS 20.0. Results - The results are reported below: first of all, in the cause-related campaign consumers are more willing to buy the products when they are allowed to choice the focal cause of charity than when the company selects the cause of charity. Furthermore, the positive effect of allowing consumers to choice the cause of charity (vs. company choice) on purchase intentions is greater for high cause diversity to select. Finally, the positive effect of allowing consumers to choice the cause of charity (vs. company choice) on purchase intentions is greater when perceived fit between the company and the cause charity is low. Conclusions - This study extends the scope of the consumer perspective from consumer purchase intention research to the choice of cause in the cause-related marketing. When consumers select the cause, it would be better to provide the cause charity in diversifying selection and provide options for low fit between company and cause charity.

• Journal of Environmental Health Sciences
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• v.35 no.4
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• pp.249-258
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• 2009

The objectives of this study were to compare the relative risk of all-cause mortality and cause-specific mortality associated with Asian dust events, and especially to investigate the effects on the susceptible population such as the elderly and children, which were based on the data in Seoul from 2000 to 2006. Both of the study periods with/without Asian dust days, respiratory-cause mortality was the highest, followed by cardiovascular-cause mortality and all-cause mortality in sequence among mortality related to air pollution for all-aged group. As to susceptible group, the relative risk of mortality is the highest for +65 yrs group among all-cause mortality. According to comparison of mortality with/without Asian dust days, the relative risk of all-cause mortality is larger in the model with Asian dust days than the one in the model without Asian dust days among all age group (except for under 15 yrs group) and all air pollutants. The relative risk of cause-specific mortality (except for ozone in under 15 yrs group in case of respiratory-cause mortality, and ozone in all age group and over 65 yrs group in case of cardiovascular-cause mortality) per IQR increase of each pollutant is larger in the model without Asian dust days.

• 우리들 숲
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• s.12
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• pp.15-15
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• 2006

• 우리들 숲
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• s.14
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• pp.15-15
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• 2006

• 우리들 숲
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• s.11
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• pp.15-15
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• 2006

• 우리들 숲
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• s.8
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• pp.15-15
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• 2006

• 우리들 숲
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• s.15
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• pp.15-15
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• 2006

• 우리들 숲
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• s.10
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• pp.15-15
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• 2006

• 우리들 숲
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• s.7
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• pp.11-11
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• 2006