MyJournals Home  

RSS FeedsSustainability, Vol. 11, Pages 535: Cause Related Marketing among Millennial Consumers: The Role of Trust and Loyalty in the Food Industry (Sustainability)


21 january 2019 14:00:02

Sustainability, Vol. 11, Pages 535: Cause Related Marketing among Millennial Consumers: The Role of Trust and Loyalty in the Food Industry (Sustainability)

The current study investigates the willingness of Millennial consumers towards several corporate social responsibility initiatives carried out by food companies. More specifically, it explores four cause related marketing campaigns implemented by food companies to spread corporate social responsibility. The analysis was carried out in Italy by administering a structured questionnaire to 308 consumers. The willingness of participants to switch a chocolate snack of their favourite brand to another with similar characteristics but produced by a company supporting different social and environmental causes was assessed in four different scenarios. The study uncovered the effects of both loyalty towards the brand and trust in cause related marketing on consumers’ willingness to support different corporate social responsibility initiatives. The findings unveiled the willingness of Millennials to support companies’ social and environmental initiatives. Both trust and loyalty played a key role in affecting consumers’ willingness to support corporate social responsibility initiatives of food companies. Social and environmental concerns as well as socio-demographics aspects are also significant in supporting cause related marketing campaigns. The study has shed light on the preference of consumers towards corporate social responsibility and cause related marketing. Specifically, it provides marketing insights on the initiatives most preferred by consumers to which companies should address their efforts. Digg Facebook Google StumbleUpon Twitter
19 viewsCategory: Ecology
Sustainability, Vol. 11, Pages 536: Extraction Behaviour and Income Inequalities Resulting from a Common Pool Resource Exploitation (Sustainability)
Sustainability, Vol. 11, Pages 534: How Does Urban Rail Transit Influence Residential Property Values? Evidence from An Emerging Chinese Megacity (Sustainability)
blog comments powered by Disqus
The latest issues of all your favorite science journals on one page


Register | Retrieve



Use these buttons to bookmark us: Digg Facebook Google StumbleUpon Twitter

Valid HTML 4.01 Transitional
Copyright © 2008 - 2019 Indigonet Services B.V.. Contact: Tim Hulsen. Read here our privacy notice.
Other websites of Indigonet Services B.V.: Nieuws Vacatures News Tweets Travel Photos Nachrichten Indigonet Finances Leer Mandarijn