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	Provedor de dados AgEcon (2) Autor Grebitus, Carola (2) Hartmann, Monika (2) Langen, Nina (2) Palavra-chave Agribusiness (2) Donations efficiency (2) Food Consumption/Nutrition/Food Safety (2) Transparent labelling (2) Agricultural and Food Policy (1) Cause‐related Marketing (1) Food Security and Poverty (1) Institutional and Behavioral Economics (1) Keywords: Cause‐related Marketing (1) Marketing (1) Research Methods/ Statistical Methods (1) Mais... Tipo do documento Article (1) Conference Paper or Presentation (1) Ano 2010 (2) País United States (2) Idioma Inglês (2)		Ordenar por:  Relevância Autor Título Ano Registros recuperados: 2 Primeira ... 1 ... Última Is there Need for more Transparency and Efficiency in Cause‐related Marketing? AgEcon Langen, Nina; Grebitus, Carola; Hartmann, Monika. The popularity of ethical consumption increases. This has motivated firms to increasingly implement Cause‐related Marketing (CrM) campaigns in Germany. But research reveals that especially German consumers are sceptic with regard to the amount of money spent for the good ‘cause’ by the enterprises. This can be explained by the small share of information provided by CrM campaigns to consumers. In consequence, this can reduce consumers’ willingness to purchase CrM products. Therefore, this study analyses whether the efficiency and transparency of a CrM campaign are important for consumers. The share of money reaching the cause relative to the product price consumers’ pay is taken as a proxy for efficiency while transparency is understood as the open... Tipo: Article Palavras-chave: Keywords: Cause‐related Marketing; Transparent labelling; Donations efficiency; Agribusiness; Food Consumption/Nutrition/Food Safety; Food Security and Poverty. Ano: 2010 URL: http://purl.umn.edu/121840 Is there Need for more Transparency and Efficiency in Cause‐related Marketing AgEcon Langen, Nina; Grebitus, Carola; Hartmann, Monika. “Growing awareness among consumers about sustainability issues ‐ ranging from recycling to fair wages for workers ‐ are starting to shape consumer buying patterns” (Partos 2009). Especially for conscious consumers ethical and sustainable consumption are becoming mainstream. With regard to ethical consumption the popularity is shown for instance by a growing relevance of Causerelated Marketing (CrM) campaigns in Germany. CrM is an increasingly applied marketing tool, where product purchase leads to target‐oriented donations regarding a designated cause – promoted on the product by label. However, research reveals that German consumers are sceptic with regard to the amount of money spent and have doubts towards unselfish motives of firms. At present little... Tipo: Conference Paper or Presentation Palavras-chave: Cause‐related Marketing; Donations efficiency; Transparent labelling; Agribusiness; Agricultural and Food Policy; Food Consumption/Nutrition/Food Safety; Institutional and Behavioral Economics; Marketing; Research Methods/ Statistical Methods. Ano: 2010 URL: http://purl.umn.edu/100467 Registros recuperados: 2 Primeira ... 1 ... Última

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