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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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.
Original languageEnglish
Title of host publicationProceedings of the EMAC 2020 Regional Conference
Number of pages1
Place of PublicationBrussels
PublisherEuropean Marketing Academy. EMAC
Publication date2020
Publication statusPublished - 2020
Event2020 EMAC Regional Conference (Online) - Online (Faculty of Economics & Business, University of Zagreb)
Duration: 16 Sept 202019 Sept 2020
Conference number: 48


Conference2020 EMAC Regional Conference (Online)
LocationOnline (Faculty of Economics & Business, University of Zagreb)
Internet address
SeriesProceedings of the European Marketing Academy

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