Exploring the Impact of Cause-related marketing on Consumer Purchase Intention for Bottled Tea FMCGs

Chingchien Yang (), Guixiang Xia, Fangjun Song and Peiying Kao
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Chingchien Yang: Shaoguan University, School of Business
Guixiang Xia: Shaoguan University, School of Business
Fangjun Song: Shaoguan University, School of Education Science
Peiying Kao: Shao Culture Research Institute, Shaoguan University

A chapter in Proceedings of the 2024 4th International Conference on Enterprise Management and Economic Development (ICEMED 2024), 2024, pp 437-443 from Springer

Abstract: Abstract The impact of different marketing methods on consumers’ purchasing intentions for fast moving consumer goods is an issue worthy of attention. This study takes bottled tea products as the subjects to empirically investigate the impact of different marketing methods on consumers’ intention. The results indicate that cause-related marketing, healthy marketing, product marketing, and packaging marketing have a significant impact on consumer intention to purchase bottled tea FMCGs, while personalized marketing has a less significant impact on consumer purchase intention.

Keywords: cause-related marketing; purchase intention; healthy marketing; packaging marketing; personalized marketing (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-506-5_48

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DOI: 10.2991/978-94-6463-506-5_48

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