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

Venciute, Dominyka; Kazukauskaite, Migle; Correia, Ricardo; Kuslys, Marius; Vaiciukynas, Evaldas

Publication

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

2023Journal article

dc.contributor.author	Venciute, Dominyka
dc.contributor.author	Kazukauskaite, Migle
dc.contributor.author	Correia, Ricardo
dc.contributor.author	Kuslys, Marius
dc.contributor.author	Vaiciukynas, Evaldas
dc.date.accessioned	2023-05-11T14:52:57Z
dc.date.available	2023-05-11T14:52:57Z
dc.date.issued	2023
dc.description.abstract	Purpose – 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.version	info:eu-repo/semantics/publishedVersion	pt_PT
dc.identifier.citation	Venciute, 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. 22-45	pt_PT
dc.identifier.doi	10.1108/JCMARS-08-2022-0019	pt_PT
dc.identifier.issn	2516-7480
dc.identifier.uri	http://hdl.handle.net/10198/28280
dc.language.iso	eng	pt_PT
dc.peerreviewed	yes	pt_PT
dc.publisher	Emerald	pt_PT
dc.rights.uri	http://creativecommons.org/licenses/by/4.0/	pt_PT
dc.subject	Consumption behaviour	pt_PT
dc.subject	Green consumption	pt_PT
dc.subject	Cause-related marketing	pt_PT
dc.subject	Attitude–behaviour gap	pt_PT
dc.title	The effect of cause-related marketing on the green consumption attitude–behaviour gap in the cosmetics industry	pt_PT
dc.type	journal article
dspace.entity.type	Publication
oaire.citation.endPage	45	pt_PT
oaire.citation.startPage	22	pt_PT
oaire.citation.title	Journal of Contemporary Marketing Science	pt_PT
oaire.citation.volume	6	pt_PT
person.familyName	Correia
person.givenName	Ricardo
person.identifier	2752542
person.identifier.ciencia-id	8C10-37EE-796D
person.identifier.orcid	0000-0002-0132-4002
person.identifier.scopus-author-id	37085131800
rcaap.rights	restrictedAccess	pt_PT
rcaap.type	article	pt_PT
relation.isAuthorOfPublication	99a2c38b-f63f-444f-809e-e3a9f73e732f
relation.isAuthorOfPublication.latestForDiscovery	99a2c38b-f63f-444f-809e-e3a9f73e732f