• Journal of the Korean Society of Clothing and Textiles
• /
• v.39 no.1
• /
• pp.43-54
• /
• 2015

This study examines how consumer value and conspicuous consumption tendency influence attitudes and purchase intention toward fashion cause-related marketing products. Survey questionnaires were distributed to 326 women in their 20's to 50's living in Seoul January 2012. The instruments included measurements of consumer value, conspicuous consumption tendency, attitude toward fashion cause-related marketing products, intention to purchase fashion cause-related marketing products, and demographics. Factor analysis, correlations, and multiple regressions were conducted using SPSS 12.0. The results of this research are as follows. Consumer value affected attitude toward fashion cause-related marketing products as well as intention to purchase products. Those with a higher conspicuous consumption tendency showed a higher intention to purchase fashion cause-related marketing products, regardless of attitude toward fashion CRM products. This indicates that and association with famous prestige brands will increase the possibility of success of cause-related marketing products. The research helps establish a marketing strategy to launch new fashion cause-related marketing products by discovering the relationships between consumer consumption patterns and attitudes toward fashion cause-related marketing products.

• Journal of Digital Contents Society
• /
• v.19 no.5
• /
• pp.881-889
• /
• 2018

This study examines consumer attitudes according to the Cause Related marketing information presentation type and Brand Level and China, Korea. As a result of the analysis, first, cause related marketing information presentation type conducted by the company shows that concrete has more consumer attitude than abstract. Second, consumer attitude toward cause related marketing information presentation type is different according to brand level(Corporate Brand and Individual Brand). Third, consumer attitudes cause related marketing information presentation type is different according to Korea and China. Finally, based on the results of this research, we will provide practical implications not only academically but also as a basis for marketing strategies.

• Journal of Fashion Business
• /
• v.16 no.5
• /
• pp.130-145
• /
• 2012

The purpose of this study is to investigate the influence of cause-related marketing on consumer attitude for fashion brand in terms of brand familiarity, consumer's propensity for data processing and types of advertising. The design of this study is comprised of 2(brand familiarity : high vs low)${\times}$ 2(consumer's propensity for data processing : high vs low), designed with three mixed elements. The subjects of this study are 308 male and females in twenties or thirties from the area of Seoul, Kyunggi, Busan and Daegu. Data analysis is carried out through T-test, and ANOVA. The results of this study are as follows. First, when fashion brand pursues cause-related marketing, brand familiarity, consumer's propensity for data processing and types of advertising have statistically interaction effect on consumer's preference. Second, rational appeals in advertising have no significant interaction effect on consumer's preference in terms of brand familiarity. Rational appeals are preferred to Emotional appeals in both familiar and unfamiliar brand. Third, when fashion brand pursue cause-related marketing, brand familiarity, consumer's propensity for data processing, and the types of advertising have no significant interaction effect on consumer's preference.

• Korean Journal of Agricultural Science
• /
• v.45 no.2
• /
• pp.308-316
• /
• 2018

The Korean government introduced the $6^{th}$ industrialization in the agricultural sector to increase farmers' income and value-added agricultural products. The U.S. government has also supported farmers' efforts to increase their income and value-added products in a similar way even though the $6^{th}$ industrialization is not the usual concept in the U.S. Especially, direct-to-consumer and intermediated marketing is one of the main methods to increase farmers' income and value-added agricultural products in the U.S. The purpose of this paper was to analyze direct-to-consumer and intermediated marketing in the U.S., through a survey and frequency analysis. The results of this study are as follows: First, U.S. farmers have shifted their concern and efforts from direct-to-consumer marketing to intermediated marketing because intermediated marketing may offer higher value-added agricultural products. However, consumers' perception and interest are higher for direct-to-consumer marketing than for intermediated marketing of agricultural products and related services. Consumers also will increase the portion of consumption of agricultural products and related services through direct-to-consumer marketing. This difference between farmers and consumers may cause difficulties in increasing farmers' income and value-added agricultural products in the U.S. Korean farmers may have same problem in the future, even though they have not encountered it yet. Especially, the Korean government needs to develop the capabilities of farmers so that they can solve this problem.

• Journal of Distribution Science
• /
• v.11 no.12
• /
• pp.63-69
• /
• 2013

Purpose - Ethical consumption is the action of buying one product over another with an ethical idea in mind. It has gained in popularity since the 1990s with more emphasis being put on the power of consumer actions to create social, economic, and environmental change. Ethical consumption involves boycotts of certain products or brands as well as purchases linked to ethical issues. Cause-related marketing (the buying behavior of ethical consumption) involves a for-profit and non-profit entity teaming up to promote a product at the same time as promoting a social cause. Each time a consumer buys that product, a donation is made by the for-profit entity to the non-profit entity supporting the specific cause. Cause-related marketing has become a tremendously popular type of ethical consumption in recent years owing to its reputation of allowing companies to "do well by doing good." This study examines how consumers' perception of cause and attitude influence their attitude toward a cause-related marketing campaign and attempts to suggest implications for marketers. Research design, data, and methodology - First, this study was designed to examine the consumers' perception factors (cause involvement, attitude for cause, attitude for company and brand familiarity) in order to determine whether these factors have significantly affected consumers' attitude toward a cause-related marketing campaign. Second, this study developed a structural equation model and tested it empirically using survey data from 223 individual respondents. Respondents were undergraduate students in Chungnam. They were shown an existing real campaign message of cause-related marketing, and then filled out a questionnaire. Data were analyzed with SPSS 20.0 and AMOS 17.0 programs. Results - The hypotheses were tested using factor analysis and structural equation modeling. The study's results showed that brand familiarity, attitude to the company and attitude to the cause significantly affected consumers' attitude toward the cause-related marketing campaign and performance. In particular, attitude to the cause was significantly related to attitude and performance of the cause-related marketing campaign. However, the hypothesis about cause involvement was not supported with the results indicating that cause involvement did not affect consumers' attitude toward the cause-related marketing campaign. The findings underline the importance of consumer perceptions of the cause and the company and their attitude to the cause. They point to the importance of individual differences that influence consumer perceptions of the cause, the company and brand familiarity. Also of importance is the consumer's attitude to the cause. Conclusions - The findings suggest some practical implications in designing and implementing cause-related marketing campaigns. It is important to enhance brand familiarity and create a favorable attitude to the company and attitude to the cause before designing cause-related marketing campaigns. The rising popularity of cause-related marketing has been attributed to its potential to cut through advertising clutter. The findings in this study suggest that marketing campaigns supporting a cause make a difference.

• Journal of the Korea Society of Computer and Information
• /
• v.29 no.1
• /
• pp.251-261
• /
• 2024

In this study, based on S-O-R theory and social identity theory, we aim to explore how cause-related marketing influences consumer purchase intention. Analyzing 306 questionnaire responses, our findings indicate that cause-related marketing significantly impacts perceived value, cognitive identification, and purchasing behavior. Both perceived value and cognitive identification further facilitate purchasing. Acting as mediators between cause-related marketing and consumer purchase intention, perceived value and cognitive identification strengthen the connection between marketing behavior and purchase intention. Additionally, enhanced perceived value contributes to consumers' cognitive identification with marketing activities. These findings provide crucial theoretical insights and practical implications for business marketing.

• Management & Information Systems Review
• /
• v.38 no.4
• /
• pp.95-111
• /
• 2019

This study aims to measure effects of cause-related marketing by using consumer's preference of cause-related marketing product as a dependent variable. One of main factors influence on preference of cause-related marketing product is a product type. Previous research has shown that hedonic product is more effective for cause-related marketing than utilitarian product. The result was largely explained by the logic of guilt. However, there were conflicting results. In addition, the level of guilt may vary depending on the consumer characteristics or the market environment. Therefore, this study focuses on the impact of product type on the effect of cause-related marketing. For the Korean and Chinese markets, this study examines the effect of interactions between countries and product type. The result was significant. Specifically, there was a difference in preference of cause-related marketing product between Korean and Chinese consumers by product type. Based on the findings, implications and limitations of this study and future research directions were presented.

• Asia Marketing Journal
• /
• v.17 no.1
• /
• pp.1-26
• /
• 2015

In the 21^st century, green consumer behavior, playing one of the core roles of sustainability, is still an important issue to green-related stakeholders. Because one of the major objectives of green-consumer research is an improvement of behaviors aligned with greening, this paper revisited socio-demographic variables and shed light on segmenting and profiling green consumers based on their connectedness between socio-demographic variables and green behaviors. Using correlations, factor analysis, analysis of variance, k-means cluster analysis and χ²-tests, this paper shows that socio-demographic variables differentially impact green-consumer behaviors. In order to profile green consumers, this paper additionally attempts to segment green-consumer groups. The results also coincide with former findings that socio-demographic variables relate significantly with segmented green-consumer group behaviors. General findings are summarized as: 1) older people used green practices more strongly than younger people, 2) females demonstrated better energy-saving and recycling practices compared to males, 3) marital status also significantly influenced green-related behaviors, 4) subjective social class had a significant influence on green-related behaviors, 5) education level and income, however, weakly influenced or showed no impact on green-related behaviors, and 6) a green consumer was classified as an 'active green consumer,' 'utilitarian green consumer,' or 'inactivated green consumer.' The utilitarian green consumer group distinctively behaved more strongly in energy-saving and recycling practices compared to the inactivated green consumer group, whereas active green consumers behaved more strongly on the whole, when compared to those in the inactivated green consumer group.

• Fashion & Textile Research Journal
• /
• v.16 no.5
• /
• pp.756-765
• /
• 2014

Customer-company (C-C) identification is the perceived fit between the identities of a consumer and an organization. If a consumer identifies with a company that places a high priority on being socially responsible, a consumer who also values social responsibility may support and patronize that business because of the link between something that is important to both them and the company. Because C-C identification may explain the success of cause-related marketing (CRM) in the fashion industry, we investigated the effect of an image resulting from CRM on ratings of brand attributes (e.g., distinctiveness, credibility, attractiveness), identification with the brand, attitude toward the brand, and customer loyalty. Participants also responded to open-ended questions reflecting their rationale for their ratings of brand attributes. Data were collected from a convenience sample of undergraduates (n = 228) enrolled at Midwestern University in the U.S. Structural equation modeling revealed that as ratings of the social responsibility of the cause-related marketing effort increased so did perceptions of the brand's distinctiveness, credibility, and attractiveness. Participants identified with a brand when they rated the brand as attractive. Participants' identification with a brand had a significant impact on attitudes toward the brand and customer loyalty (e.g., purchase intention, willingness to spread positive word-of-mouth). Content analyses of open-ended responses supported the idea that brand images stemming from CRM exert an important influence on consumer's ratings of brand attributes. Fashion marketers interested in cause-related marketing will find success with efforts that increase customer identification.

• Asia Marketing Journal
• /
• v.19 no.4
• /
• pp.87-114
• /
• 2018

The objective of this study is to find the effects of consumer values on eco-friendly buying behavior. This study examines environmental attitudes and involvement as moderating variables to explain eco-friendly buying behavior of consumers. Hypotheses were developed based on Focus Group Interviews, Depth Interviews, and literature reviews. To test such hypotheses, questionnaires were distributed and collected among female adults aged 18 or above, and who are either office workers or housewives. The analysis results show that personal values, sociocultural values, and values related to ecofriendly products affect consumers in their eco-friendly buying behavior. Among those values, concern about safety and health, eco-friendly culture and trend, willingness to pay price premiums and functional effects of eco-friendly products have significant effects on eco-friendly buying behavior. Reflecting these results, business marketers must appeal to consumers with more focus on safety and health, perceived consumer effectiveness, self-monitoring, eco-friendly culture and trend, media exposure, willingness to pay price premiums, design excellence and functional effects, to implement marketing communication strategies accordingly.