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.
‘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.
For point-of-sale donations. reputation and purchase intention are not significantly impacted by the degree of brand/cause fit.
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