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.
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.
‘Buy One Give One’ promotions are more effective at enhancing attitude and purchase intention when bundled with utilitarian products (e.g., toothpaste) rather than hedonistic products (e.g., ice cream).
Consumers are more likely to donate and respond favorably toward the provider when practical services and frivolous goods are paired with causes perceived to have a strong functional fit. Conversely, consumers are more likely to donate and respond favorably toward the provider when frivolous services and practical goods are paired with causes perceived to have a weak functional fit.
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