The Effect of Cause Marketing towards Purchasing Intention and Purchasing Attitudes

Abstract

As the social value gradually increases, the company`s social responsibilities are granted and there are a growing number of requirements for a public value to economic value for the company. The cause marketing which has become widely known, it allows us to realize these values and in dictionary meaning, enterprises justification combines with marketing strategically, and is also illustrated as `Cause Related Marketing.` For specific action plan, it is a marketing by connecting the selling of the product and donation to work out together to improve environment, public health, and poverty. This study examines how the cause marketing impact on the consumer`s purchasing behaviour and purchasing intention and to find out whether there is an interrelationship. As a result, it turned out that cause marketing effect on purchasing attitudes and also the purchasing behaviour impact on the purchasing intention. Furthermore, the cause marketing influence on purchasing intention. As the idea of consumption gradually changes from the product consumption to value-based consumption as the time flows, the result of this research drew out the meaningful contents.