Investigating the influence of age, gender and personal values sociodemographic factors in consumers’ perceptions, attitudes and behaviours towards cause-related and green marketing strategies

Abstract

Studies have shown that consumers are developing more conscious and interested attitudes towards a company’s sustainable concerns and socially responsible behaviours. Although some scholars have argued that sociodemographic factors could influence consumers’ perceptions, attitudes and behaviours towards cause-related and green marketing strategies, others have not found any correlation. Hence, this study aims to investigate consumers’ perceptions, attitudes and behaviours towards these sustainability marketing strategies. Firstly, this study aimed to explore consumers’ level of awareness about cause-related and green marketing strategies. In addition, this study will further analyse whether the sociodemographic factors of gender, age and personal values can influence consumers’ perceptions, attitudes and behaviours towards these marketing strategies. In order to assess these aims, a quantitative approach method has been undertaken throughout the research project and an online survey was used in order to gather relevant data. This study analysed the responses of 182 participants aged between 18 and 60 years of age. The findings from this research highlighted that participants were aware of sustainability marketing strategies and they think that these marketing strategies are important elements that any business should include to contribute to environmental protection. In addition, results showed that gender and age can influence participants’ perceptions, attitudes and behaviours towards cause-related and green marketing strategies. On the contrary, findings also demonstrated that personal values do not always influence consumers’ attitudes and behaviours towards these marketing strategies. Lastly, based on these results and the limitations of this study, recommendations for future research and for companies’ implementation of these strategies have been provided.