Cause-related marketing - a worthwhile cause?

by Amanda Bergstén

Institution: Högskolan i Halmstad
Year: 2014
Keywords: Cause-related marketing; Generation Y; corporate social responsibility; consumer behaviour; social media; Social Sciences; Economics and Business; Business Administration; Samhällsvetenskap; Ekonomi och näringsliv; Företagsekonomi; Economy; Ekonomi
Record ID: 1363825
Full text PDF: http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-25755


Purpose: The purpose of this thesis is to contribute with knowledge of the preferences and attitudes among Swedish Generation Y in terms of cause-related marketing. The study aims to find out what this generation prefers in cause-related marketing efforts, focusing on causes and type of support. Furthermore, as a result of Generation Y’s presence on social media it will also examine their attitudes and preferences regarding cause-related marketing on these media platforms. With this thesis the main purpose is to contribute with insights and guidance for Swedish companies wanting to perform cause-related marketing initiatives towards Swedish Generation Y. Frame of references: The frame of references begins with a presentation of consumer behaviour and the power that consumers possess in today’s society. The second section presents corporate social responsibility before moving on to cause-related marketing, profoundly exploring the different aspects of this kind of marketing and presenting existing theories regarding Generation Y’s view on cause-related marketing. The chapter is concluded with a presentation of social media. Methodology: A deductive and quantitative approach has been used for the thesis as this was found appropriate for the purpose. An online questionnaire has been conducted in order to reach a large number of respondents. Empirical framework: The empirical framework presents the results of the online questionnaire. Conclusion: The survey concludes that Swedish Generation Y responds to causes related to humans, e.g., health and well-being, education and social matters, and that they want to see long-term commitment from companies. Moreover, when performing CRM-initiatives information is a key for companies in order to attract and appeal to Swedish Generation Y.