The generous consumer: Interpersonal generosity and pro-social dispositions as antecedents to cause-related purchase intentions

Molly Inhofe Rapert, Anastasia Thyroff and Sarah C. Grace

Journal of Business Research, 2021, vol. 132, issue C, 838-847

Abstract: Cause-related marketing is prevalent in today’s marketing environment. The purpose of this research is to build and test a conceptual model surrounding the idea of a generous consumer – and what may lead a consumer to buy products affiliated with cause-related marketing. To do this, we examine the impact of pro-social consumer behaviors (i.e., social responsibility, empathy, moral reasoning, and self-report altruism (SRA) past helpfulness) on interpersonal generosity. Further, we explore the role of both pro-social consumer behaviors and interpersonal generosity on cause-related purchase intentions. Findings indicate that several pro-social consumer behaviors are predictors of cause-related purchasing intentions. Additionally, it is found that interpersonal generosity mediates other pro-social behaviors in determining consumer receptiveness to cause-related market exchanges.

Keywords: Interpersonal generosity; Cause-related marketing; Pro-social behavior; Purchase intentions (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (8)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:132:y:2021:i:c:p:838-847

DOI: 10.1016/j.jbusres.2020.10.070

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