Title

The influence of cause-related marketing on purchase behaviour

Document Type

Conference Proceeding

Faculty

Faculty of Business and Public Management

School

School of Marketing, Tourism and Leisure

RAS ID

3555

Comments

Roberts, M., & Ryan, M. M. (2005). The Influence of Cause-Related Marketing on Purchase Behaviour. In Australian and New Zealand Marketing Academy VII Conference: Corporate Responsibility (pp. 89-94).

Abstract

Cause-related marketing offers enormous opportunities for both business and society. This study explores consumers’ attitudes and preferences towards cause-related marketing. The findings provide insights into whether Australian consumers prefer, or even expect companies to be involved in social and environmental issues; the types of involvement they want to see and whether they are prepared to pay for it. Findings suggest that there already exists a sizeable market segment prepared to switch brands for the right cause at the right price. There is also a segment (albeit small) prepared to do this without parity of price and quality.

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