Exploring Generation Z's Skepticism Towards Cause-Related Marketing: Understanding the Antecedents and Consequences
| Autor: | Wojciech Kozłowski |
|---|---|
| Jazyk: | English<br />Polish |
| Rok vydání: | 2024 |
| Předmět: | |
| Zdroj: | Prace Naukowe Uniwersytetu Ekonomicznego we Wrocławiu, Vol 68, Iss 2 (2024) |
| Druh dokumentu: | article |
| ISSN: | 1899-3192 2392-0041 |
| Popis: | Although cause-related marketing (CRM) is being increasingly applied, little is known about GenZ skepticism. This study aimed to understand the antecedents and consequences of skepticism towards CRM offers among GenZ consumers. Quantitative research was used to test the conceptual model using structural equation model (SEM). The analysis confirmed the proposed hypothesis. The author's findings provide empirical evidence that altruism and the perceived company’s motivation negatively affect skepticism toward a CRM campaign. This study further proves the effect of consumer skepticism on purchase intention. As skepticism increases, the willingness to buy cause-related products decreases. The findings are relevant for both scholars and marketers. Scientists will be enriched with knowledge about the prosocial behaviour of Generation Z. From a managerial perspective, this research could help practitioners to design CRM campaigns effectively. To the best of the author’s knowledge, no such study has been conducted in the context of Poland. |
| Databáze: | Directory of Open Access Journals |
| Externí odkaz: |
|