“We Go Together”: Understanding social cause-related purchase intentions of young adults

Building on social identity theory, this study sheds light on the interplay of social connections and emotion regulation in determining social cause-related purchase intentions. The focus of the study is on young adults, an age segment whose active role in solving social problems is appreciated toda...

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Bibliographic Details
Published in:Journal of business research 2022-02, Vol.140, p.130-142
Main Authors: Arslanagic-Kalajdzic, Maja, Kadic-Maglajlic, Selma, Dlacic, Jasmina, Zabkar, Vesna
Format: Article
Language:English
Subjects:
Cause-related marketing (CrM)
Emotion regulation
Social cause-related purchase intentions
Social connection
Social identity theory
Young adults
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Summary:Building on social identity theory, this study sheds light on the interplay of social connections and emotion regulation in determining social cause-related purchase intentions. The focus of the study is on young adults, an age segment whose active role in solving social problems is appreciated today. We examine the context of three South-East European countries with varying levels of familiarity with social cause-related purchases and test the conceptual model using multi-group structural equation modeling. The results show that social connections are positively related to young adults’ social cause-related purchase intentions, while emotion regulation strengthens this relationship in countries where young adults have more opportunities for social cause-related purchases. The study has both theoretical and policy-related implications for multiple stakeholders, including managers, policy makers, and advocacy group representatives.
ISSN:0148-2963
1873-7978
DOI:10.1016/j.jbusres.2021.10.072