A Typology of Consumer Responses to Cause-Related Marketing: From Skeptics to Socially Concerned

Abstract

Although cause-related marketing has become increasingly popular, academic researchers have only begun to examine how consumers respond to it. In this study, the authors explore in depth how consumers think and feel about cause-related marketing. They develop a framework of consumer responses that includes a typology of consumers. The authors also discuss implications for research, business and nonprofit marketing, and public policy.