How Conventional Products Can Use Cause-Related Marketing Campaigns to Make Up For Not Being Organic

Sarah Muller, University of Hamburg, Germany
Nina Mazar, University of Toronto, Canada
Anne Fries, University of Hamburg, Germany
Is it more effective for conventional products (e.g., coffee) to donate towards problems caused by them (e.g., water pollution) or towards product-unrelated problems (e.g., illiteracy)? One field and one laboratory experiment show that consumers are more likely to purchase conventional products (rather than organic competitors) when coupled with product-unrelated donations.
[ to cite ]:
Sarah Muller, Nina Mazar, and Anne Fries (2014) ,"How Conventional Products Can Use Cause-Related Marketing Campaigns to Make Up For Not Being Organic", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 12-16.