Buying Behaviour of Generation Z with Reference to Cause-related Marketing
DOI:
https://doi.org/10.15678/krem.14672Keywords:
Generation Z, cause-related marketing, purchase intention, prosocial behaviourAbstract
Objective: This paper examines the prosocial behaviour among Polish consumers of Generation Z. The impact of cause-related marketing (CRM) campaigns on the purchase intention of Generation Z is studied within the framework of attribution theory and social identity theory.
Research Design & Methods: The research involved 407 individuals who participated in a between-subjects experiment. The experiment had a 2 × 2 × 4 design, with factors including product type (hedonic, utilitarian), donation magnitude (small, large) and cause category (environment, health, human-being, animal-welfare). Nonparametric tests were employed to test hypotheses.
Findings: The author finds empirical evidence that Polish Gen Z consumers are willing to buy products linked with social causes. The study further demonstrates the positive effect of consumer personality (attitude toward CRM, attitude toward helping and cause involvement) on CRM participation. The result of this study also shows that there is no direct causal relationship between the product type, cause category and donation size and the purchase intention of Gen Z.
Implications / Recommendations: Marketers should develop CRM campaigns linked with causes that are preferred by Gen Z consumers. In relation to marketing communication, successfully convincing them to purchase cause-related products involves a blend of authenticity and transparency, tangible impact of CRM efforts, social media engagement, and collaboration with influencers who align with the cause and the values of Generation Z. It can strengthen their altruistic motivation and favourable attitudes toward socially responsible initiatives.
Contribution: Little is known about the prosocial behaviour of Polish Gen Z consumers. This study is intended to reduce this gap. The findings provide an understanding of the importance of consumer-cause identification and attitudes in cause-related marketing campaigns targeting Z consumers.
Downloads
References
Baek, W.-Y., Song, H.-S., Kim, D.-H., & Byon, K. K. (2020). Cause-related Marketing and Purchase Intention toward Team-licensed Products: Moderating Effects of Sport Consumers’ Altruism. Sustainability, 12(8), 3183. https://doi.org/10.3390/su12083183
Barone, M. J., Norman, A. T., & Miyazaki, A. D. (2007). Consumer Response to Retailer Use of Cause-related Marketing: Is More Fit Better? Journal of Retailing, 83(4), 437–445. https://doi.org/10.1016/j.jretai.2007.03.006
Bergkvist, L., & Zhou, K. Q. (2019). Cause-related Marketing Persuasion Research: An Integrated Framework and Directions for Further Research. International Journal of Advertising, 38(1), 5–25. https://doi.org/10.1080/02650487.2018.1452397
Bester, S., & Jere, M. (2012). Cause-related Marketing in an Emerging Market: Effect of Cause Involvement and Message Framing on Purchase Intention. Journal of Database Marketing & Customer Strategy Management, 19(4), 286–293. https://doi.org/10.1057/dbm.2012.26
Boccia, F., Malgeri, R., & Covino, D. (2019). Consumer Behavior and Corporate Social Responsibility: An Evaluation by a Choice Experiment. Corporate Social Responsibility and Environmental Management, 26(1), 97–105. https://doi.org/10.1002/csr.1661
Casalegno, C., Candelo, E., & Santoro, G. (2022). Exploring the Antecedents of Green and Sustainable Purchase Behaviour: A Comparison among Different Generations. Psychology & Marketing, 39(5), 1007–1021. https://doi.org/10.1002/mar.21637
Chaabouni, A., Jridi, K., & Bakini, F. (2021). Cause-related Marketing: Scepticism and Warm Glow as Impacts of Donation Size on Purchase Intention. International Review on Public and Nonprofit Marketing, 18, 129–150. https://doi.org/10.1007/s12208-020-00262-3
Chandon, P., Wansink, B., & Laurant, G. (2000). A Benefit Congruency Framework of Sales Promotion Effectiveness. Journal of Marketing, 64(4), 65–81. https://doi.org/10.1509/jmkg.64.4.65.18071
Chang, C. T., & Chu, X. Y. (2020). The Give and Take of Cause-related Marketing: Purchasing Cause-related Products Licenses Consumer Indulgence. Journal of the Academy of Marketing Science, 48, 203–221. https://doi.org/10.1007/s11747-019-00675-5
Choudhary, D., & Suresh, J. A. (2023). Connecting Values and Purchase: The Role of Cause-related Marketing in Guiding Gen Z’s Consumer Decision Making. Humanities and Social Science Studies, 12(6), 141–146.
Cone Communications. (2017). 2017 Cone Gen Z Study: How to Speak Z. Retrieved from: https://www.conecomm.com/research-blog/2017-genz-csr-stud (accessed: 1.03.2023).
Dutt, W. (2023). Marketing 5.0: The Era of Technology and the Challenges Faced by It. International Journal of Advances in Engineering and Management, 5(4), 1397–1411.
Fan, X., Deng, N., Qian, Y., & Dong, X. (2022). Factors Affecting the Effectiveness of Cause-related Marketing: A Meta-analysis. Journal of Business Ethics, 175, 339–360. https://doi.org/10.1007/s10551-020-04639-6
Gerhardsson, E., Bergh, I., & Thongpitaks, S. (2021). Do They Practice What They Preach? A Quantitative Study on How Generation Z’s Purchase Intention Is Affected by Four CRM Factors. Retrieved from: https://www.diva-portal.org/smash/get/diva2:1565667/FULLTEXT01.pdf (accessed: 27.03.2023).
Goldsmith, R. E., & Yimin, Z. (2014). The Influences of Brand-consumer and Cause-congruence on Consumer Responses to Cause-related Marketing. Journal of Applied Marketing Theory, 5(2), 74–95. https://doi.org/10.20429/jamt.2014.050205
Grau, S. L., & Folse, J. A. G. (2007). Cause-related Marketing. The Influence of Donation Proximity and Message Framing Cues on the Less-involved Consumer. Journal of Advertising, 36(4), 19–33. https://doi.org/10.2753/JOA0091-3367360402
Hajjat, M. M. (2003). Effect of Cause-related Marketing on Attitudes and Purchase Intentions: The Moderating Role of Cause Involvement and Donation Size. Journal of Nonprofit & Public Sector Marketing, 11(1), 93–109. https://doi.org/10.1300/J054v11n01_07
Hou, J., Du, L., & Li, J. (2008). Cause’s Attributes Influencing Consumer’s Purchasing Intention: Empirical Evidence from China. Asia Pacific Journal of Marketing and Logistics, 20(4), 363–380. https://doi.org/10.1108/13555850810909704
Ismail, D. H., Nugroho, J., & Rohayati, T. (2023). Literature Review: Soft Skill Needed by Gen Z in the Era RI 4.0 and Society 5.0. Majalah Ilmiah Bijak, 20(1), 119–131. https://doi.org/10.31334/bijak.v20i1.3119
Kropp, F., Holden, S. J. S., & Levack, A. M. (1999). Cause-related Marketing and Values in Australia. International Journal of Nonprofit and Voluntary Sector Marketing, 4(1), 69–80. https://doi.org/10.1002/nvsm.57
Kureshi, S., & Thomas, S. (2020). Testing the Influence of Message Framing, Donation Magnitude, and Product Category in a Cause-related Marketing Context. Journal of Marketing Communications, 26(3), 268–289. https://doi.org/10.1080/13527266.2018.1528475
Lafferty, B. A., & Edmondson, D. R. (2014). A Note on the Role of Cause Type in Cause-related Marketing. Journal of Business Research, 67(7), 1455–1460. https://doi.org/10.1016/j.jbusres.2013.07.021
Lafferty, B. A., Goldsmith, R. E., & Hult, G. T. M. (2004). The Impact of the Alliance on the Partners: A Look at Cause-brand Alliances. Psychology & Marketing, 21(7), 509–531. https://doi.org/10.1002/mar.20017
Lee, J., & Kim, J. (2016). The Effect of Consumer Characteristics on the Cause-related Marketing Campaign: The Role of Personal Life Values. International Journal of Business and Management, 11(9), 82–95. https://doi.org/10.5539/ijbm.v11n9p82
Maceli, K. M. (2022). The Impact of the Pandemic on Cause-related Marketing. Institute for Global Business Research Conference Proceedings, 6(1), 45–50. Retrieved from: https://www.igbr.org/wp-content/Proceedings/2022-April-Conference-Proceedings.pdf (accessed: 27.11.2023).
Maceli, K. M., & Zafuta, H. M. (2022). The Pandemic’s Impact on Cause-related Marketing Purchases. Journal of Business & Economics: Inquiries and Perspectives, 83(2), 82–98. Retrieved from: https://nebeconandbus.org/journal/2022/EBJIP2022v13PandemicCauseMarketing-MaceliZafuta82-98.pdf (accessed: 23.03.2023).
Mall, Z. (2022). An Exploratory Study, Assessing the Criteria of Cause-related Marketing Building Brand Resonance with Generation Z, a Qualitative Analysis into Understanding What Benefits Brands Receive after Resonating with the Gen Z Target Audience in South Africa (Doctoral dissertation). The Independent Institute of Education: Vega School. Retrieved from: https://iiespace.iie.ac.za/bitstream/handle/11622/635/Mall%2C%20Zahraa.pdf?sequence=1&isAllowed=y (accessed: 27.11.2023).
MiŚOT Akademia. (2023). Efektywna komunikacja z pokoleniem Z – Co wynika z badań? Retrieved from: https://misot.pl/efektywna-komunikacja-z-pokoleniem-z-co-wynika-z-badan (accessed: 29.11.2023).
Moharam, O. M., Elsamadicy, A. M., & Negm, E. M. (2020). Cause-related Marketing: A Conceptual and Theoretical Review. IOSR Journal of Business and Management, 22(10), 17–26.
Moosmayer, D., & Fuljahn, A. (2010). Consumer Perceptions of Cause Related Marketing Campaigns. Journal of Consumer Marketing, 27(6), 543–549. https://doi.org/10.1108/07363761011078280
Narayanan, S. (2022). Does Generation Z Value and Reward Corporate Social Responsibility Practices? Journal of Marketing Management, 38(9–10), 903–937. https://doi.org/10.1080/0267257X.2022.2070654
Natarajan, T., Balasubramaniam, S. A., & Jublee, D. I. (2016). A Journey of Cause Related Marketing from 1988 to 2016. International Journal of Business and Management, 11(11), 247–263. https://doi.org/10.5539/ijbm.v11n11p247
Neufeld-Wall, M. E. (2023). Being Real: Gen-Z, Self-presentation, and Authenticity on Social Media. Communication Honors Theses, 26. Retrieved from: https://digitalcommons.trinity.edu/comm_honors/26 (accessed: 5.04.2023).
Pandey, S., Chawla, D., & Puri, S. (2020). Cause-related Marketing: Exploring the Differences between Gen Y and Gen Z in India. Social Business, 10(2), 172–191. https://doi.org/10.1362/204440820X15929907056634
Parengkuan, M. W. A. E. (2017). A Comparative Study between Male and Female Purchase Intention toward Visual Merchandising at Centro by Parkson Department Store Mantos. Journal Berkala Ilmiah Efisiensi, 17(1), 9–21. Retrieved from: https://ejournal.unsrat.ac.id/v3/index.php/jbie/article/view/14575/14147 (accessed: 3.03.2023).
Patel, R., Thomas, S., & Bhatt, V. (2023). Testing the Influence of Donation Message-framing, Donation Size, and Product Type (Androgynous Luxury: Hedonic vs. Eco-friendly: Utilitarian) on CRM Participation Intention. Journal of Nonprofit & Public Sector Marketing, 35(4), 391–413. https://doi.org/10.1080/10495142.2022.2066600
Premack, R. (2018). Millennials Love Their Brands, Gen Zs Are Terrified of College Debt, and 6 Other Ways Gen Zs and Millennials Are Totally Different. Business Insider. Retrieved from: https://www.businessinsider.com/gen-zs-habits-different-from-millennials-2018-6 (accessed: 12.01.2023).
Rego, M. M., & Hamilton, M. A. (2021). The Importance of Fit: A Predictive Model of Cause Marketing Effects. Journal of Marketing Theory and Practice, 30(2), 172–190. https://doi.org/10.1080/10696679.2021.1901594
Reif, R., Wiszowata, U., Suchecki, K., Stefański, S., & Modrzyński, A. (2019). Jak kupuje generacja Z. Accenture, Fashionbiznes. Retrieved from: https://branden.biz/wp-content/uploads/2019/04/Accenture-raport-2019.pdf (accessed: 29.11.2023).
Schamp, C., Heitmann, M., Bijmolt, T. H., & Katzenstein, R. (2023). The Effectiveness of Cause-related Marketing: A Meta-analysis on Consumer Responses. Journal of Marketing Research, 60(1), 189–215. https://doi.org/10.1177/00222437221109782
Shin, H., Eastman, J., & Li, Y. (2021). Is It Love or Just Like? Generation Z’s Brand Relationship with Luxury. Journal of Product and Brand Management, 31(3), 394–414. https://doi.org/10.1108/JPBM-08-2020-3049
Shrestha, N. (2021). Factor Analysis as a Tool for Survey Analysis. American Journal of Applied Mathematics and Statistics, 9(1), 4–11. https://doi.org/10.12691/ajams-9-1-2
Silva, S. C., Duarte, P., Marinho, A. F. L., & Vlacic, B. (2021). How Permeable to Cause-related Marketing Are Millennials? International Review on Public Nonprofit Marketing, 18, 335–360. https://doi.org/10.1007/s12208-021-00276-5
Stec-Rusiecka, J., & Warmińska, A. (2022). Socially Responsible Management of Human Resources in SMEs during the COVID-19 Pandemic. Zeszyty Naukowe Uniwersytetu Ekonomicznego w Krakowie, 2(996), 69–83. https://doi.org/10.15678/ZNUEK.2022.0996.0204
Strahilevitz, M. (1999). The Effects of Product Type and Donation Magnitude on Willingness to Pay More for a Charity-linked Brand. Journal of Consumer Psychology, 8(3), 215–241. https://doi.org/10.1207/s15327663jcp0803_02
Strahilevitz, M., & Myers, J. G. (1998). Donations to Charity as Purchase Incentives: How Well They Work May Depend on What You Are Trying to Sell. Journal of Consumer Research, 24(4), 434–446. https://doi.org/10.1086/209519
Tajfel, H., & Turner, J. C. (2004). The Social Identity Theory of Intergroup Behavior. In: J. T. Jost, J. Sidanius (Eds), Political Psychology. Psychology Press. https://doi.org/10.4324/9780203505984-16
Thomas, S., Bhatt, V., & Patel, R. (2024). Impact of Skepticism on CRM Luxury Campaign Participation Intention of Generation Z. International Journal of Emerging Markets, 19(4), 964–988. https://doi.org/10.1108/IJOEM-10-2021-1568
Tsiros, M., & Irmak, C. (2020). Lowering the Minimum Donation Amount Increases Consumer Purchase Likelihood of Products Associated with Cause-related Marketing Campaigns. Journal of Marketing Research, 57(4), 755–770. https://doi.org/10.1177/0022243720916463
Vaidyanathan, R., & Aggarwal, P. (2005). Using Commitments to Drive Consistency: Enhancing the Effectiveness of Cause-related Marketing Communication. Journal of Marketing Communications, 11(4), 231–246. https://doi.org/10.1080/0144619052000345600
Vrontis, D., Thrassou, A., Christofi, M., Shams, R., & Czinkota, M. R. (2020). Cause-related Marketing in International Business: What Works and What Does Not? International Marketing Reviev, 37(4), 593–601. https://doi.org/10.1108/IMR-05-2019-0144
Wallace, E., Buil, I., & Chernatony, L. (2017). When Does “Liking” a Charity Lead to Donation Behaviour? Exploring Conspicuous Donation Behaviour on Social Media Platforms. European Journal of Marketing, 51(11/12), 2002–2029. https://doi.org/10.1108/EJM-03-2017-0210
Webb, D. J., Green, C. L., & Brashear, T. G. (2000). Development and Validation of Scales to Measure Attitudes Influencing Monetary Donations to Charitable Organizations. Journal of Academia Marketing Science, 28(2), 299–309. https://doi.org/10.1177/0092070300282010
Wong, M. C. (2021). Does Corporate Social Responsibility Affect Generation Z Purchase Intention in the Food Industry. Asian Journal of Business Ethics, 10(2), 391–407. https://doi.org/10.1007/s13520-021-00136-9
Zaichkowsky, J. L. (1985). Measuring The Involvement Construct. Journal of Consumer Research, 12(3), 341–352. https://doi.org/10.1086/208520
Zhang, A., Saleme, P., Pang, B., Durl, J., & Xu, Z. (2020). A Systematic Review of Experimental Studies Investigating the Effect of Cause-related Marketing on Consumer Purchase Intention. Sustainability, 12(22), 9609. https://doi.org/10.3390/su12229609
Downloads
Published
Issue
Section
License
Copyright (c) 2024 Krakow University of Economics
This work is licensed under a Creative Commons Attribution 4.0 International License.