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Sustainability 2019, 11(2), 535; https://doi.org/10.3390/su11020535

Cause Related Marketing among Millennial Consumers: The Role of Trust and Loyalty in the Food Industry

Department of Law, Economics, Management and Quantitative Methods, University of Sannio, via delle Puglie 82, 82100 Benevento (BN), Italy
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Received: 30 December 2018 / Revised: 16 January 2019 / Accepted: 17 January 2019 / Published: 20 January 2019
(This article belongs to the Special Issue Marketing of Sustainable Food and Drink)
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Abstract

The current study investigates the willingness of Millennial consumers towards several corporate social responsibility initiatives carried out by food companies. More specifically, it explores four cause related marketing campaigns implemented by food companies to spread corporate social responsibility. The analysis was carried out in Italy by administering a structured questionnaire to 308 consumers. The willingness of participants to switch a chocolate snack of their favourite brand to another with similar characteristics but produced by a company supporting different social and environmental causes was assessed in four different scenarios. The study uncovered the effects of both loyalty towards the brand and trust in cause related marketing on consumers’ willingness to support different corporate social responsibility initiatives. The findings unveiled the willingness of Millennials to support companies’ social and environmental initiatives. Both trust and loyalty played a key role in affecting consumers’ willingness to support corporate social responsibility initiatives of food companies. Social and environmental concerns as well as socio-demographics aspects are also significant in supporting cause related marketing campaigns. The study has shed light on the preference of consumers towards corporate social responsibility and cause related marketing. Specifically, it provides marketing insights on the initiatives most preferred by consumers to which companies should address their efforts. View Full-Text
Keywords: CRM; CSR; young consumers; awareness; environmental concern; social concern CRM; CSR; young consumers; awareness; environmental concern; social concern
This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited (CC BY 4.0).
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Lerro, M.; Raimondo, M.; Stanco, M.; Nazzaro, C.; Marotta, G. Cause Related Marketing among Millennial Consumers: The Role of Trust and Loyalty in the Food Industry. Sustainability 2019, 11, 535.

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