Proceedings of the 2024 4th International Conference on Enterprise Management and Economic Development (ICEMED 2024)

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Exploring the Impact of Cause-related marketing on Consumer Purchase Intention for Bottled Tea FMCGs

Authors
Chingchien Yang1, Guixiang Xia1, Fangjun Song2, *, Peiying Kao3
1School of Business, Shaoguan University, Shaoguan, Guangdong Province, China
2School of Education Science, Shaoguan University, Shaoguan, Guangdong Province, China
3Shao Culture Research Institute, Shaoguan University, Shaoguan, Guangdong Province, China
*Corresponding author.
Corresponding Author
Fangjun Song
Available Online 2 September 2024.
DOI
10.2991/978-94-6463-506-5_48How to use a DOI?
Keywords
cause-related marketing; purchase intention; healthy marketing; packaging marketing; personalized marketing
Abstract

The impact of different marketing methods on consumers’ purchasing intentions for fast moving consumer goods is an issue worthy of attention. This study takes bottled tea products as the subjects to empirically investigate the impact of different marketing methods on consumers’ intention. The results indicate that cause-related marketing, healthy marketing, product marketing, and packaging marketing have a significant impact on consumer intention to purchase bottled tea FMCGs, while personalized marketing has a less significant impact on consumer purchase intention.

Copyright
© 2024 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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Volume Title
Proceedings of the 2024 4th International Conference on Enterprise Management and Economic Development (ICEMED 2024)
Series
Advances in Economics, Business and Management Research
Publication Date
2 September 2024
ISBN
978-94-6463-506-5
ISSN
2352-5428
DOI
10.2991/978-94-6463-506-5_48How to use a DOI?
Copyright
© 2024 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.

Cite this article

risenwbib
TY  - CONF
AU  - Chingchien Yang
AU  - Guixiang Xia
AU  - Fangjun Song
AU  - Peiying Kao
PY  - 2024
DA  - 2024/09/02
TI  - Exploring the Impact of Cause-related marketing on Consumer Purchase Intention for Bottled Tea FMCGs
BT  - Proceedings of the 2024 4th International Conference on Enterprise Management and Economic Development (ICEMED 2024)
PB  - Atlantis Press
SP  - 437
EP  - 443
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-506-5_48
DO  - 10.2991/978-94-6463-506-5_48
ID  - Yang2024
ER  -