Social and Behavioral Sciences Commons^™

Buying For A Cause: Consumer Attitudes Towards Cause Marketing, Using Theory Of Planned Behavior, Katie Lynn Sloan

Master's Theses (2009 -)

This research was conducted to learn if consumer attitudes and purchase intentions of cause marketing products could be recognized and better understood by applying Icek Ajzen’s Theory of Planned Behavior (TPB). Specifically, the researcher intended to learn more about consumer participation in cause marketing programs and to start a discussion about what consumers expect or hope to gain from their participation. This study applied purchase-triggered donation cause marketing to a post-test experimental design to investigate if purchase intentions are higher when a cause marketing appeal was present and to learn more about the application of TPB in cause marketing consumer …