文章基本信息

标题：Effect of Moral Identity on Consumer Choice of buying Cause-related Products Versus Donating for Charity
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作者：Sigitas Urbonavičius ; Sigitas Urbonavičius ; Karina Adomavičiūtė 等
期刊名称：Procedia - Social and Behavioral Sciences
印刷版ISSN：1877-0428
出版年度：2015
卷号：213
页码：622-627
DOI：10.1016/j.sbspro.2015.11.460
语种：English
出版社：Elsevier
摘要：AbstractThe aim of this paper is to present a developed theoretical model that aims to measure the effect of moral identity on consumer choice between the buying cause-related products versus the donating for charity.Authors of the paper performed the systematic and comparative analysis of scientific literature in the field of socially responsible behaviour of consumers; specifically – the factors that predetermine intention to buy cause-related products and intention to donate for charity. As the result, the theoretical model, that describes the effect of moral identity on consumer choice of buying cause-related products versus donating for charity has been developed.
关键词：Cause-related marketing;Moral identity;Charity;Cause-related product;Charity donation;Guilt.