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"We go together" : understanding social cause-related purchase intentions of young adults
ID
Arslanagić-Kalajdžić, Maja
(
Author
),
ID
Kadić-Maglajlić, Selma
(
Author
),
ID
Dlačić, Jasmina
(
Author
),
ID
Žabkar, Vesna
(
Author
)
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MD5: 610899660837780F5135ECFC501EBC20
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https://www.sciencedirect.com/science/article/pii/S0148296321007992?via%3Dihub
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Abstract
Building on social identity theory, this study sheds light on the interplay of social connections and emotion regulation in determining social cause-related purchase intentions. The focus of the study is on young adults, an age segment whose active role in solving social problems is appreciated today. We examine the context of three South-East European countries with varying levels of familiarity with social cause-related purchases and test the conceptual model using multi-group structural equation modeling. The results show that social connections are positively related to young adults’ social cause-related purchase intentions, while emotion regulation strengthens this relationship in countries where young adults have more opportunities for social cause-related purchases. The study has both theoretical and policy-related implications for multiple stakeholders, including managers, policy makers, and advocacy group representatives.
Language:
English
Keywords:
marketing
,
trends
,
social connection
,
emotion regulation
,
social cause-related purchase intentions
,
young adults
,
cause-related marketing (CrM)
,
social identity theory
Work type:
Article
Typology:
1.01 - Original Scientific Article
Organization:
EF - School of Economics and Business
Publication status:
Published
Publication version:
Version of Record
Year:
2022
Number of pages:
Str. 130-142
Numbering:
Vol. 140
PID:
20.500.12556/RUL-134928
UDC:
339.138
ISSN on article:
0148-2963
DOI:
10.1016/j.jbusres.2021.10.072
COBISS.SI-ID:
89827331
Publication date in RUL:
11.02.2022
Views:
880
Downloads:
202
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Record is a part of a journal
Title:
Journal of business research
Shortened title:
J. bus. res.
Publisher:
Elsevier
ISSN:
0148-2963
COBISS.SI-ID:
25694208
Licences
License:
CC BY 4.0, Creative Commons Attribution 4.0 International
Link:
http://creativecommons.org/licenses/by/4.0/
Description:
This is the standard Creative Commons license that gives others maximum freedom to do what they want with the work as long as they credit the author.
Licensing start date:
15.12.2021
Secondary language
Language:
Slovenian
Keywords:
trženje
,
vedenje potrošnikov
,
trendi
Projects
Funder:
ARRS - Slovenian Research Agency
Funding programme:
Raziskovalni program
Project number:
P5-0128
Name:
Izzivi vključujočega in trajnostnega razvoja v prevladujoči paradigmi ekonomskih in poslovnih znanosti
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