Cause-Related Marketing as a Corporate Social Responsibility Initiative: Consumer Perceptions of the Campaign

Karolina Tučková and Tereza Balcarová
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Karolina Tučková: Czech University of Life Sciences in Prague, Czech Republic
Tereza Balcarová: Czech University of Life Sciences in Prague, Czech Republic

European Journal of Business Science and Technology, 2023, vol. 9, issue 2, 186-204

Abstract: As society becomes more and more socially conscious, corporate social responsibility may be one of the factors influencing the decision to buy. In the 21st century, cause-related marketing as one of the possible initiatives of a socially responsible approach became a common part of building a relationship with customers. But what are the differences in the perception of a cause-related marketing campaign among consumers with different levels of donation size with regard to gender distribution? Using existing studies, the responses concerning the perception of the campaign supporting a collection for the Zoo in the Czech capital were evaluated through a questionnaire survey. The data were factor-analyzed to determine the dimensions of the perception of the cause-related marketing campaign. The results show a two-factor solution: consumer attitudes towards the product and the company involved in the cause-related marketing campaign and consumer attitudes towards cause-related marketing in relation to a non-profit organization. The impact of donation size and gender on the resulting factors is assessed after.

Keywords: campaign; perceptions; attitude; donation size; factor analysis; Czech Republic (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:men:journl:v:9:y:2023:i:2:p:186-204

DOI: 10.11118/ejobsat.2023.010

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