Cause related marketing e comportamento del consumatore: lo stato dell'arte

Abstract

Cause related marketing strategy appears and improves its potential as response to the people need to shape their purchase behavior in relation to the social responsibility mission of the firm. Consumers are still attracted by brand value and product features but they pay even more and more attention to the ethic dimension of the firm, that could become an important driver of the decision making process. The social value of the product can be considered as an added attribute that enrich alternatives and influence consumer purchase preferences. The present work aims to shed light on the most important literary contributions that approach the cause related marketing study in a consumer behaviour point of view.