- Author
- Kozłowski Wojciech (University of Warmia and Mazury in Olsztyn, Faculty of Economic Sciences, Institute of Management and Quality Sciences)
- Title
- Exploring Generation Z's Skepticism Towards Cause-Related Marketing: Understanding the Antecedents and Consequences
Sceptycyzm pokolenia Z względem marketingu społecznie zaangażowanego: przyczyny i skutki - Source
- Prace Naukowe Uniwersytetu Ekonomicznego we Wrocławiu, 2024, nr 2 (68), s. 106-116, tab., rys., bibliogr. 49 poz.
Research Papers of Wrocław University of Economics - Keyword
- Marketing społecznie zaangażowany, Pokolenie Z, Zaangażowanie obywateli
Cause Related Marketing (CRM), Generation Z, Citizen involvement - Note
- JEL Classification: D01, D64, M14, M31
streszcz., summ. - Abstract
- Marketing społecznie zaangażowany jest coraz częściej praktykowany, jednakże niewiele jest wiadomo na temat sceptycyzmu pokolenia Z. Celem badań jest zrozumienie przyczyn i konsekwencji sceptycyzmu wobec programów CRM wśród Z konsumentów. Badania ilościowe wykorzystano do przetestowania modelu koncepcyjnego za pomocą modelu równań strukturalnych (SEM). Wszystkie hipotezy zostały potwierdzone. Badania dostarczają empirycznych dowodów na to, że altruizm konsumencki i postrzegana motywacja firmy negatywnie wpływają na sceptycyzm wobec kampanii CRM. Ponadto pokazują jego wpływ na intencję zakupu konsumentów pokolenia Z. Wraz ze wzrostem sceptycyzmu zmniejsza się ich skłonność do nabycia produktów wspierających sprawę społeczną. Wyniki badań są istotne zarówno dla akademików, jak i praktyków. Pracownicy naukowi zostaną wzbogaceni o wiedzę na temat prospołecznych zachowań pokolenia Z. Natomiast praktykom badania pomogłyby skutecznie projektować kampanie marketingu społecznie zaangażowanego. Według wiedzy autora w Polsce nie przeprowadzono podobnych badań.(abstrakt oryginalny)
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.(original abstract) - Accessibility
- The Main Library of the Wroclaw University of Economics
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- Bibliography
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- Cited by
- ISSN
- 1899-3192
- Language
- eng
- URI / DOI
- http://dx.doi.org/10.15611/pn.2024.2.09