| Abstract: | An investigation is conducted into attitudes towards cause-related marketing (CRM) among Australian consumers, with attention to the underlying differences in consumer values. It is found that those who place greater importance on values such as warm relationships, self-fulfilment and security are likely to have more positive attitudes towards CRM. In addition, females appear to have somewhat more positive attitudes towards cause-related marketing than males. Interestingly, the degree to which consumers are susceptible to interpersonal influence is not related to attitudes towards CRM. The implications are that cause-related marketing efforts are therefore best directed at females and those who value relationships, self-fulfilment and security. Efforts to support CRM through social influences (ie via compliance and conformity) would appear to be unlikely to succeed. Copyright © 1999 Henry Stewart Publications |
