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Willingness to Pay for Socially Responsible Products and Perception of Their Value: Impact of Attitudes and Affinity of the Social Cause
Abstract
The article presents the results of the original research, conducted by experiment, on the social cause marketing. Their specific objective was to determine the relationship between willingness to pay (WTP) for socially responsible products and perception of their economic value (PEVP) and attitudes towards cause-related marketing (CrM) and affinity of the social cause. An empirical verification of the hypothesis confirmed that those variables differentiate the effects of social marketing activities. The study proves that greater WTP and PEVP will be related to customers who are more friendly towards CrM and for whom the affinity of the social cause exposed in the advertisement is rather bigger than smaller.
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DOI: http://dx.doi.org/10.17951/h.2018.52.3.73-81
Date of publication: 2018-11-07 08:13:26
Date of submission: 2018-03-23 10:51:46
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Copyright (c) 2018 Wojciech Kozłowski, Ewelina Sobotko, Anna Rutkowska
This work is licensed under a Creative Commons Attribution 4.0 International License.