The Moderating Role of Cause Scope on Consumers’ Preference for Cause-Related Products under the Threat of Pandemic

DOI

10.2991/978-2-38476-380-1_35How to use a DOI?

Keywords

Pandemic threat; cause-related products (CRPs); cause scope

Abstract

The previous studies demonstrated that pandemic threat increased consumer preference for cause-related products (CRPs). The current research further proposes that cause scope plays a moderating role between pandemic threat and preference for CRPs. Specifically, when consumers are confronted with pandemic threat, they are more willing to choose CRPs associated with global (vs. local) causes.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Yaming Wang
AU  - Haiyan Du
AU  - Chunbo Gong
PY  - 2025
DA  - 2025/03/18
TI  - The Moderating Role of Cause Scope on Consumers’ Preference for Cause-Related Products under the Threat of Pandemic
BT  - Proceedings of the 4th International Conference on Culture, Design and Social Development (CDSD 2024)
PB  - Atlantis Press
SP  - 309
EP  - 315
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-380-1_35
DO  - 10.2991/978-2-38476-380-1_35
ID  - Wang2025
ER  -