Consumers' attitudes towards cause-related marketing

Abstract

The paper presents the development of 5-point Likert scale for measuring attitudes towards cause-related marketing, as well as its application on a sample of Croatian consumers. The results of the research show that respondents are familiar with cause-related marketing and regard it as a good investment in the community. They see cause-related marketing campaigns as a good communication tool; they find a cause to be relevant for their personal involvement in campaigns, although the match between the cause and the product's characteristics seems to be less important. Finally, respondents do not find the size of the donation to be crucial for their participation in cause-related marketing campaigns, but they find it important to know about the size of the donation. The results of the research can serve to marketing managers, who need to thoroughly consider how to communicate specific elements of campaigns in order to achieve maximum understanding by the target group.