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The effect of cause-related marketing on the green consumption attitude–behaviour gap in the cosmetics industry

dc.contributor.authorVenciute, Dominyka
dc.contributor.authorKazukauskaite, Migle
dc.contributor.authorCorreia, Ricardo
dc.contributor.authorKuslys, Marius
dc.contributor.authorVaiciukynas, Evaldas
dc.date.accessioned2023-05-11T14:52:57Z
dc.date.available2023-05-11T14:52:57Z
dc.date.issued2023
dc.description.abstractPurpose – The aim of the article is to analyze the effect of cause-related marketing on the attitude–behaviour gap of green consumption in the cosmetics industry. Specifically, the authors examine the relationship between attitude towards the environment, attitude towards green consumption, subjective norms of green consumption, green consumption intention, green consumption behaviour and cause-related marketing. Design/methodology/approach – A cross-sectional research design was used to test the results of a random sample of 241 respondents and quantitative research was conducted using the data collected through an online questionnaire. Findings – The research expanded the current knowledge on the effect of cause-related marketing on consumers’ green purchase behaviour and the findings suggested that green cosmetics producers and sellers should clearly define their target audience before choosing the type of cause-related marketing, as it mainly influences those consumers who have a positive attitude towards green consumption. Research limitations/implications – The implications of the research are relevant for marketing specialists, managers and agencies who are looking to promote green cosmetics products. Practical implications – Before promoting green cosmetics products, it is important to understand who the target consumer is and whether they have a positive attitude towards the environment, green consumption and also if they are affected by acquaintances’ opinions. Originality/value – The study contributes to the already existing academic literature by providing a greater understanding of the effect of cause-related marketing on the attitude–behaviour gap of green consumption.pt_PT
dc.description.versioninfo:eu-repo/semantics/publishedVersionpt_PT
dc.identifier.citationVenciute, Dominyka; Kazukauskaite, Migle; Correia, Ricardo; Kuslys, Marius; Vaiciukynas, Evaldas (2023). The effect of cause-related marketing on the green consumption attitude–behaviour gap in the cosmetics industry. Journal of Contemporary Marketing Science. ISSN 2516-7480. 6:1, p. 22-45pt_PT
dc.identifier.doi10.1108/JCMARS-08-2022-0019pt_PT
dc.identifier.issn2516-7480
dc.identifier.urihttp://hdl.handle.net/10198/28280
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.publisherEmeraldpt_PT
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/pt_PT
dc.subjectConsumption behaviourpt_PT
dc.subjectGreen consumptionpt_PT
dc.subjectCause-related marketingpt_PT
dc.subjectAttitude–behaviour gappt_PT
dc.titleThe effect of cause-related marketing on the green consumption attitude–behaviour gap in the cosmetics industrypt_PT
dc.typejournal article
dspace.entity.typePublication
oaire.citation.endPage45pt_PT
oaire.citation.startPage22pt_PT
oaire.citation.titleJournal of Contemporary Marketing Sciencept_PT
oaire.citation.volume6pt_PT
person.familyNameCorreia
person.givenNameRicardo
person.identifier2752542
person.identifier.ciencia-id8C10-37EE-796D
person.identifier.orcid0000-0002-0132-4002
person.identifier.scopus-author-id37085131800
rcaap.rightsrestrictedAccesspt_PT
rcaap.typearticlept_PT
relation.isAuthorOfPublication99a2c38b-f63f-444f-809e-e3a9f73e732f
relation.isAuthorOfPublication.latestForDiscovery99a2c38b-f63f-444f-809e-e3a9f73e732f

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