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Full-Text Articles in Business
Consumer Purchasing: When Does Corporate Social Responsibility Matter?, Abigail Blecker
Consumer Purchasing: When Does Corporate Social Responsibility Matter?, Abigail Blecker
Honors Projects in Marketing
Almost all companies engage in corporate social responsibility (CSR) programs, and often times consumers are unaware of this. As societal pressures on companies and organizations to be more responsible increases, so have the practices companies have undertaken. My research will examine the potential impact a company’s CSR information and practices have on a consumer’s purchasing intentions. It will answer the following two questions: Does CSR information have the ability to change a person’s purchase intentions in high and low involvement purchasing scenarios? Will a person’s individual level of social responsibility cause differences in purchase intentions among different purchasing scenarios? Exposure …
Green Advertising And Millennials, Stephanie Davidson
Green Advertising And Millennials, Stephanie Davidson
Honors Projects in Marketing
This study investigates the responsiveness of Millennials to green versus non-green framed automobile print ads. A 2x2 factorial design was used in which specific advertising frames were manipulated to measure ad attitudes, purchase intentions, and skepticism for a high involvement product (i.e., an automobile). Results showed that highly-environmentally-concerned participants have more positive ad attitudes and greater purchase intentions after viewing a green ad than after viewing a non-green ad. These differences were not evident however for participants who exhibited low-environmental-concern. The results also showed that participants who are more environmentally concerned are less skeptical about green ads than those who …
How Health Claims On Product Packaging Influence Consumer Perceptions And Purchase Decisions, Taylor Vanasse
How Health Claims On Product Packaging Influence Consumer Perceptions And Purchase Decisions, Taylor Vanasse
Honors Projects in Marketing
The goal of this investigation was to expand upon research from the field of consumer behavior, with a specific focus on food product packaging and health claims. It specifically focused on how these health claims impact consumer perceptions and purchase decisions related to everyday food items. Students at Bryant University were asked to take part in a study which measured their overall health knowledge and nutritional interest. They were then presented with different variations of a product packaging label to assess its impact on their attitude towards a product. Findings indicated that both females and those who score highest on …