"We go together" : understanding social cause-related purchase intentions of young adults

Arslanagić-Kalajdžić, Maja (author), Kadić-Maglajlić, Selma (author), Dlačić, Jasmina (author), Žabkar, Vesna (author)

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

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