Work

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

Year: 2024

Type: book-chapter

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.

Source: Advances in computer science research

DOI: 10.2991/978-94-6463-632-1_20

Authors: Yaming Wang, Ni Zhao

Institution: Shandong University of Traditional Chinese Medicine

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Good health and well-being

Open Access status: hybrid

OpenAlex ID: W4405756546