Cause Marketing Research: Environment

“I Prefer 30°” Celcius: Consumer Messages to Reduce Carbon Emissions

2016/12/01 0

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.”

Exploring the Effective Restaurant Cause-Related Marketing Ad: The Moderating Roles of Advertising Types and Social Causes

2016/10/03 0

This experimental study aims to examine the effectiveness of cause-related marketing messages that incorporate both text and visuals, as compared to messages comprised solely of text.

Corporate Sustainable Business Practices and Talent Attraction

2016/10/03 0

The study supported the notion of social identity theory as study subjects were attracted more to organizations with high corporate sustainable business practices than organizations with low sustainability practices.

What’s in a Name? The Impact of Fair Trade Claims on Product Price

2016/10/01 0

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.

The Cause Matters! How Cause Marketing Campaigns Can Increase the Demand for Conventional over Green Products

2016/10/01 0

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 Effects of Green Image of Retailers on Shopping Value and Store Loyalty

2016/09/13 0

This study aims examines the influence of green image on shopping value and store loyalty.

The Influence of a “Green” Loyalty Program on Service-Encounter Satisfaction

2016/09/12 0

The findings of this study demonstrate the advantages of a green loyalty reward program in enhancing customer satisfaction of both members and non-members.