| Title |
Effect of moral identity on consumer choice of buying cause-related products versus donating for charity |
| Authors |
Urbonavičius, Sigitas ; Adomavičiūtė, Karina |
| DOI |
10.1016/j.sbspro.2015.11.460 |
| Full Text |
|
| Is Part of |
Procedia - social and behavioral sciences.. Amsterdam : Elsevier. 2015, Vol. 213, p. 622-627.. ISSN 1877-0428 |
| Keywords [eng] |
Cause-related marketing ; Moral identity ; Charity ; Cause-related product ; Charity donation ; Guilt. |
| Abstract [eng] |
The 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. |
| Published |
Amsterdam : Elsevier |
| Type |
Conference paper |
| Language |
English |
| Publication date |
2015 |
