Cause-Related Marketing and Trust: Empirical Evidence on Pinkwashing

Patrizia de Luca, Gabriella Schoier and Alice Vessio

MERCATI & COMPETITIVIT?, 2017, vol. 2017/2, issue 2, 51-73

Abstract: Over the past several years, cause-related marketing (CRM) has become an important tool that many companies use to differentiate themselves from competitors. However, this type of marketing has also received criticism. Consumers are becoming increasingly skeptical about the authenticity of these initiatives because some companies attempt to improve their image by hiding information that may be perceived as negative. Marketing literature has paid more attention to environmental CRM than to initiatives associated with other issues such as health and those related to women?s health. However, in recent years, a growing number of companies have implemented actions to support these concerns. This paper aims to contribute to this field by focusing on CRM initiatives to fund breast-cancer research and on their misrepresentations. Combining qualitative and quantitative methods via a semistructured questionnaire, this study confirms the influence of pinkwashing on consumer trust, consumer-perceived risk, and consumer confusion.

Date: 2017
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://www.francoangeli.it/riviste/Scheda_Rivista. ... 474&Tipo=ArticoloPDF (text/html)
Single articles can be downloaded buying download credits, for info: https://www.francoangeli.it/DownloadCredit

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:fan:mcmcmc:v:html10.3280/mc2017-002004

Ordering information: This journal article can be ordered from
http://www.francoang ... o.aspx?IDRivista=210

Access Statistics for this article

MERCATI & COMPETITIVIT? is currently edited by FrancoAngeli

More articles in MERCATI & COMPETITIVIT? from FrancoAngeli Editore
Bibliographic data for series maintained by Stefania Rosato ().