scholarly journals “We Go Together”: Understanding social cause-related purchase intentions of young adults

2022 ◽  
Vol 140 ◽  
pp. 130-142
Maja Arslanagic-Kalajdzic ◽  
Selma Kadic-Maglajlic ◽  
Jasmina Dlacic ◽  
Vesna Zabkar
2020 ◽  
Vol 19 (1) ◽  
pp. 29-49
Deepa Rohit ◽  
Rajesh Panda

A cause-brand association (CBA) is a marketing strategy wherein a brand integrates a social cause, and aims to achieve both social as well commercial objectives. Millennials are often described as a socially-conscious age cohort. The objective of the study was to empirically examine millennials' responses towards the strategy of CBA. A sample of 622 respondents has been analysed using Confirmatory Factor Analysis (CFA) and Structural Equation Modelling (SEM). The results of the study revealed that attitude towards CBA influences millennials' purchase intentions (PI), behavioural intentions towards the cause (BI) and social media intentions (SMI). Moreover, there is a positive effect of SMI on PI, and BI on PI, which offers an alternative way to enhance purchase intentions. Likewise, the impact of SMI on BI also presents an unconventional way to enhance support for the cause. The study highlights practical implications for marketing managers, non-profit organisations (NPO) and academicians.

2014 ◽  
Vol 15 (2) ◽  
pp. 138-152 ◽  
Lukas Parker ◽  
Torgeir Aleti Watne ◽  
Linda Brennan ◽  
Hue Trong Duong ◽  
Dang Nguyen

Purpose – This paper aims to present the findings of a survey into attitudes towards the environment and the pro-environmental behaviours of young adults in Vietnam. Design/Methodology/Approach – An online survey was administered to university students in Vietnam’s two most populous cities, Ha Noi and Ho Chi Minh City (N = 391). Findings – The results suggest that environmental considerations are not taken into account in young Vietnamese adults’ purchase intentions. This is more evident in expressive purchases, but also, to some degree, in utilitarian purchases. Practical implications – For the marketers of environmentally friendly products, this represents at least two key challenges: first, to try to shift the attitudes of young adult consumers towards thinking of environmental friendliness as an attractive characteristic and status-filled activity for potential expressive purchases. Second, making environmentally friendly alternatives of expressive goods more visible and more widely available in Vietnam. Social implications – Non-government organisations and governments seeking to protect the environment need to consider this unique dynamic in social marketing campaigns to increase the desirability of pro-environmental product choices and other pro-environmental behaviours. Originality/value – This paper examines pro-environmental behaviours and intentions of young adults in Vietnam for the first time. The paper establishes that self-expression is more important than the environment, and it is also evident that these young consumers are still vulnerable to perceived social pressure when it comes to expressing themselves.

2018 ◽  
Vol 35 (3) ◽  
pp. 220-236 ◽  
Jacqueline K. Eastman ◽  
Rajesh Iyer ◽  
C. David Shepherd ◽  
Angelina Heugel ◽  
Don Faulk

2021 ◽  
pp. tobaccocontrol-2021-056785
Michelle Jeong ◽  
Olivia A Wackowski ◽  
Kevin R J Schroth ◽  
Andrew A Strasser ◽  
Cristine D Delnevo

ObjectivesPackaging is an important component of tobacco marketing that influences product perceptions and use intentions. However, little research exists on cigar packaging. We leveraged variability in existing Swisher Sweets cigarillo packaging to extend the evidence base.MethodsBetween 2017 and 2019, we conducted three online experiments with 774 young adult past-year cigar smokers recruited via Amazon Mechanical Turk. After viewing Swisher package images that differed by flavour descriptor and/or colour, participants rated them on perceptions and purchase intentions. In study 1, participants viewed one of four cigarillos (‘Wild Rush Encore’, ‘Wild Rush Limited’, ‘Twisted Berry’ and ‘Strawberry’). In study 2, participants viewed two different watermelon rum-flavoured cigarillos (‘Boozy Watermelon’ and ‘Island Madness’). In study 3, participants viewed two of three ‘Wild Rush’ cigarillo versions (‘Encore’ with or without an explicit flavour descriptor or ‘Limited’).ResultsIn study 1, more participants perceived ‘Twisted Berry’ and ‘Wild Rush Limited’ as tasting good and less harsh tasting compared with ‘Wild Rush Encore’. In study 2, compared with ‘Island Madness’, more participants perceived ‘Boozy Watermelon’ as tasting good, less harsh tasting and used by younger users but less by masculine users; female participants were more likely to purchase ‘Boozy Watermelon’. In study 3, participants perceived ‘Wild Rush Encore’ with the explicit flavour descriptor as tasting better than packages without and being used by younger users but less by masculine users.ConclusionsVariations in cigarillo packaging, even among cigarillos with the same flavour, may have differential consumer appeal, suggesting packaging features should be considered in cigar product regulation.

2021 ◽  
Vol 13 (19) ◽  
pp. 11101
Kostoula Margariti

The development of organic food products has proliferated over the past few decades, alongside the use of “white” space on products’ packaging as an element that communicates quality and sustainability values. Despite a growing interest towards green products, sustainable business practices and aesthetics, there is not enough evidence on how specific design elements (i.e., “white” space) of organic food packaging could affect consumers’ brand perceptions, attitude towards the brand (Abr) and purchase intentions (PI). The present study seeks to unveil the role of “white” space as a packaging design element on the effectiveness of organic food products. Based on a content analysis of 406 international packaging designs it establishes the widespread coexistence of organic products with extended, in shades of gray “white” space. A between-subjects experiment with 305 young adults builds on the associations between “white” space and sustainability, and provides evidence on the proposed serial mediation model with perceived naturalness, quality and trustworthiness, and Abr as mediators in the relationship between organic food products and PI, especially when the packaging uses extended “white” space. Pertinent managerial implications with respect to effective packaging design that promotes sustainability values and generates positive attitudes and behaviors towards organic foods are underlined.

2020 ◽  
Vol 29 (3) ◽  
pp. 1389-1403
Jessica Brown ◽  
Kelly Knollman-Porter

Purpose Although guidelines have changed regarding federally mandated concussion practices since their inception, little is known regarding the implementation of such guidelines and the resultant continuum of care for youth athletes participating in recreational or organized sports who incur concussions. Furthermore, data regarding the role of speech-language pathologists in the historic postconcussion care are lacking. Therefore, the purpose of this retrospective study was to investigate the experiences of young adults with history of sports-related concussion as it related to injury reporting and received follow-up care. Method Participants included 13 young adults with history of at least one sports-related concussion across their life span. We implemented a mixed-methods design to collect both quantitative and qualitative information through structured interviews. Participants reported experiencing 42 concussions across the life span—26 subsequent to sports injuries. Results Twenty-three concussions were reported to a parent or medical professional, 14 resulted in a formal diagnosis, and participants received initial medical care for only 10 of the incidents and treatment or services on only two occasions. Participants reported concussions to an athletic trainer least frequently and to parents most frequently. Participants commented that previous experience with concussion reduced the need for seeking treatment or that they were unaware treatments or supports existed postconcussion. Only one concussion incident resulted in the care from a speech-language pathologist. Conclusion The results of the study reported herein shed light on the fidelity of sports-related concussion care management across time. Subsequently, we suggest guidelines related to continuum of care from injury to individualized therapy.

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