Title:

Exploring Generation Z's Skepticism Towards Cause-Related Marketing: Understanding the Antecedents and Consequences

Group publication title:

Prace Naukowe Uniwersytetu Ekonomicznego we Wrocławiu

Title in english:

Sceptycyzm pokolenia Z względem marketingu społecznie zaangażowanego: przyczyny i skutki

Creator:

Kozłowski, Wojciech

Subject and Keywords:

skepticism ; cause-related marketing ; CRM ; GenZ ; sceptycyzm ; marketing społecznie zaangażowany ; pokolenie Z

Description:

Prace Naukowe Uniwersytetu Ekonomicznego we Wrocławiu = Research Papers of Wrocław University of Economics; 2024; vol. 68, nr 2, s. 106-116

Abstrakt:

Although cause-related marketing (CRM) is being increasingly applied, little is known about GenZ skepticism. This study aimed to understand the antecedents and consequences of skepticism towards CRM offers among GenZ consumers. Quantitative research was used to test the conceptual model using structural equation model (SEM). The analysis confirmed the proposed hypothesis. The author's findings provide empirical evidence that altruism and the perceived company’s motivation negatively affect skepticism toward a CRM campaign. This study further proves the effect of consumer skepticism on purchase intention. As skepticism increases, the willingness to buy cause-related products decreases. The findings are relevant for both scholars and marketers. Scientists will be enriched with knowledge about the prosocial behaviour of Generation Z. From a managerial perspective, this research could help practitioners to design CRM campaigns effectively. To the best of the author’s knowledge, no such study has been conducted in the context of Poland.

Publisher:

Wydawnictwo Uniwersytetu Ekonomicznego we Wrocławiu

Place of publication:

Wrocław

Date:

2024

Resource Type:

artykuł

Resource Identifier:

doi:10.15611/pn.2024.2.09

Language:

eng

Relation:

Prace Naukowe Uniwersytetu Ekonomicznego we Wrocławiu = Research Papers of Wrocław University of Economics; 2024; vol. 68, nr 2

Rights:

Pewne prawa zastrzeżone na rzecz Autorów i Wydawcy

Access Rights:

Dla wszystkich zgodnie z licencją

License:

CC BY-SA 4.0

Location:

Uniwersytet Ekonomiczny we Wrocławiu