Uncertainty Unleashes the Belonging Bug: How Pandemic Threat Makes Consumers Crave Cause-related Products

DOI

10.2991/978-94-6463-632-1_20How to use a DOI?

Keywords

Pandemic threat; perceived uncertainty; need to belong; CRPs

Abstract

Companies donating a certain amount of money to a selected cause responding to each consumer purchase is known as cause-related marketing (CRM) that has become very popular and has grown exponentially in the past few decades. However, when faced with pandemic threat, what happens to consumer preference for cause-related products (CRPs)? Little research has explored how pandemic threat influences consumers' preference for CRPs. To address the gap, we analyze the issue based on the uncertainty-identity theory. The results show that pandemic threat increases consumers’ preference for CRPs, and the perception of uncertainty and need to belong plays a chain mediating role between pandemic threat and preference for CRPs.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Yaming Wang
AU  - Ni Zhao
PY  - 2024
DA  - 2024/12/26
TI  - Uncertainty Unleashes the Belonging Bug: How Pandemic Threat Makes Consumers Crave Cause-related Products
BT  - Proceedings of the 2024 4th International Conference on Business Administration and Data Science (BADS 2024)
PB  - Atlantis Press
SP  - 203
EP  - 210
SN  - 2352-538X
UR  - https://doi.org/10.2991/978-94-6463-632-1_20
DO  - 10.2991/978-94-6463-632-1_20
ID  - Wang2024
ER  -