Young Adults' Cause Related Behavior Across Countries: The Role of Individual Characteristics

Maja Arslanagić-Kalajdžić, Selma Kadic-Maglajlic, Jasmina Dlacic, Vesna Zabkar

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Abstrakt

This study contributes to enhanced understanding of cause-related purchase intentions by examining the role of social connections and regulation of emotions, according to emotional regulation theory. We focus on young adults, who are often active in solving societal problems, from three countries with different levels of development and familiarity with cause-related marketing activities. Results of multi-group structural equation modeling indicate the overall importance of social connections, however the enhancement role of regulation of emotions only in more developed countries. With segmentation of young adults, the study has both theoretical and policy implications for multiple stakeholders related to cause-related marketing activities.
OriginalsprogEngelsk
TitelProceedings of the EMAC 2020 Regional Conference
Antal sider1
UdgivelsesstedBrussels
ForlagEuropean Marketing Academy. EMAC
Publikationsdato2020
StatusUdgivet - 2020
Begivenhed2020 EMAC Regional Conference (Online) - Online (Faculty of Economics & Business, University of Zagreb)
Varighed: 16 sep. 202019 sep. 2020
Konferencens nummer: 48
https://www.efzg.unizg.hr/emacregional2020

Konference

Konference2020 EMAC Regional Conference (Online)
Nummer48
LokationOnline (Faculty of Economics & Business, University of Zagreb)
Periode16/09/202019/09/2020
Internetadresse
NavnProceedings of the European Marketing Academy
ISSN2709-1589

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