Based on the results of the ‘I Prefer 30°’ campaign, the study’s authors conclude: “Consumers’ behavior has been driven by perceived cleaning performance and value for money of detergents, not by lower environmental impact or saving money on energy.”
The study identifies factors which influence consumer donations in U.S. retail stores, derived from cause marketing, consumer behavior and psychology literature. These factors are categorized as: consumer-related. retailer-related, and context-related.
Having a fair trade claim certified by certain third parties significantly raises the price (above an uncertified product). In particular FLO-I certification leads to a higher price in all models in both periods.
When the level of brand sensitivity is high, the results show a favorable response to charitable activity and cause-related marketing. However, when the level of brand sensitivity is low, the results show a positive response also to voluntary activity.
One field and one laboratory experiment show that customers are more likely to buy a conventional over a green product when the former is bundled with a campaign that is offsetting an unrelated problem rather than a problem caused
by the product – unless the donation offsets the specific damage caused by the customers’ own consumption.
The findings of this study demonstrate the advantages of a green loyalty reward program in enhancing customer satisfaction of both members and non-members.
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