Cause-Related Marketing and Trust: Empirical Evidence on Pinkwashing

Titolo Rivista MERCATI & COMPETITIVITÀ
Autori/Curatori Patrizia de Luca, Gabriella Schoier, Alice Vessio
Anno di pubblicazione 2017 Fascicolo 2017/2
Lingua Inglese Numero pagine 23 P. 51-73 Dimensione file 485 KB
DOI 10.3280/MC2017-002004
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FrancoAngeli è membro della Publishers International Linking Association, Inc (PILA)associazione indipendente e non profit per facilitare (attraverso i servizi tecnologici implementati da CrossRef.org) l’accesso degli studiosi ai contenuti digitali nelle pubblicazioni professionali e scientifiche

Over the past several years, cause-related marketing (CRM) has become an important tool that many companies use to differentiate themselves from competitors. However, this type of marketing has also received criticism. Consumers are becoming increasingly skeptical about the authenticity of these initiatives because some companies attempt to improve their image by hiding information that may be perceived as negative. Marketing literature has paid more attention to environmental CRM than to initiatives associated with other issues such as health and those related to women’s health. However, in recent years, a growing number of companies have implemented actions to support these concerns. This paper aims to contribute to this field by focusing on CRM initiatives to fund breast-cancer research and on their misrepresentations. Combining qualitative and quantitative methods via a semistructured questionnaire, this study confirms the influence of pinkwashing on consumer trust, consumer-perceived risk, and consumer confusion.

Keywords:Cause-related marketing, pinkwashing, trust, perceived risk, consumer confusion, quantitative analysis

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Patrizia de Luca, Gabriella Schoier, Alice Vessio, Cause-Related Marketing and Trust: Empirical Evidence on Pinkwashing in "MERCATI & COMPETITIVITÀ" 2/2017, pp 51-73, DOI: 10.3280/MC2017-002004