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- W3100385144 abstract "Cause-related marketing is prevalent in today’s marketing environment. The purpose of this research is to build and test a conceptual model surrounding the idea of a generous consumer – and what may lead a consumer to buy products affiliated with cause-related marketing. To do this, we examine the impact of pro-social consumer behaviors (i.e., social responsibility, empathy, moral reasoning, and self-report altruism (SRA) past helpfulness) on interpersonal generosity. Further, we explore the role of both pro-social consumer behaviors and interpersonal generosity on cause-related purchase intentions. Findings indicate that several pro-social consumer behaviors are predictors of cause-related purchasing intentions. Additionally, it is found that interpersonal generosity mediates other pro-social behaviors in determining consumer receptiveness to cause-related market exchanges." @default.
- W3100385144 created "2020-11-23" @default.
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- W3100385144 date "2021-08-01" @default.
- W3100385144 modified "2023-10-16" @default.
- W3100385144 title "The generous consumer: Interpersonal generosity and pro-social dispositions as antecedents to cause-related purchase intentions" @default.
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- W3100385144 doi "https://doi.org/10.1016/j.jbusres.2020.10.070" @default.
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