European Journal of Business Science and Technology 2023, 9(2):186-204 | DOI: 10.11118/ejobsat.2023.010

Cause-Related Marketing as a Corporate Social Responsibility Initiative: Consumer Perceptions of the Campaign

Karolina Tučková¹, Tereza Balcarová¹

¹ Czech University of Life Sciences in Prague, Czech Republic

As society becomes more and more socially conscious, corporate social responsibility may be one of the factors influencing the decision to buy. In the 21st century, cause-related marketing as one of the possible initiatives of a socially responsible approach became a common part of building a relationship with customers. But what are the differences in the perception of a cause-related marketing campaign among consumers with different levels of donation size with regard to gender distribution? Using existing studies, the responses concerning the perception of the campaign supporting a collection for the Zoo in the Czech capital were evaluated through a questionnaire survey. The data were factor-analyzed to determine the dimensions of the perception of the cause-related marketing campaign. The results show a two-factor solution: consumer attitudes towards the product and the company involved in the cause-related marketing campaign and consumer attitudes towards cause-related marketing in relation to a non-profit organization. The impact of donation size and gender on the resulting factors is assessed after.

Keywords: campaign, perceptions, attitude, donation size, factor analysis, Czech Republic

JEL classification: M31

Received: February 20, 2023; Revised: July 26, 2023; Accepted: August 3, 2023; Published: December 31, 2023  Show citation