The influence of cause-related marketing on purchase behaviour
Faculty of Business and Public Management
School of Marketing, Tourism and Leisure
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.