| Abstract [eng] |
There is a scientific knowledge gap in academic literature regarding the study of factors affecting consumer’s decision to donate to charity or to buy cause-related product. Furthermore, the scientific literature lacks research which examines this issue through the prism of consumer morality factors. The aim of this dissertation – to determine the impact moral identity, moral emotions (anticipatory guilt, empathy) and factors related to consumer morality (guilt and shame proneness, self-efficacy) on consumer decision to donate to charity or to buy cause-related product. The research model which is based on scientific literature analysis sums up and systematically integrates consumer morality and related factors, also their impact on consumer decision to donate to charity or to buy cause-related product. The empirical research of dissertation is executed in three stages. In the first stage qualitative research was performed in order to confirm the relevance of charity type which was selected using the performed literature analysis (children’s charity) to the main quantitative study. The second stage involved a pilot quantitative - qualitative study. Finally, in the third stage the main quantitative study was carried in Lithuania (N=643). The results of the empirical research does reveal the impact of moral identity on consumer intention to buy cause-related product. The results of the empirical research also suggest, that moral emotions (anticipatory guilt, empathy) and a factor, related to consumer morality – namely self-efficacy, does influence consumer decision to donate to charity or to buy cause-related product. |
