Consumers’ Attitudes Of The Beverage Enterprise’s Cause-Related Marketing

Driven by the contradiction between the public opinion and the economic purpose, enterprises are urgently seeking some marketing strategy to fulfill their social responsibilities and bring profit for them at the same time. So cause-related marketing came into being under this social background and has become one kind of most rapidly developing marketing methods. Cause-related marketing is one kind of marketing based on the combination of the enterprise and the nonprofit organization, the combination of product sales and social responsibility, it can achieve a win-win situation of increasing sales and profits as well as improving the enterprise image when it supplies donations or grants to the relevant business.Through the review and the comment of many domestic and foreign study theories of consumers’attitudes about cause-related marketing, this paper uses factor analysis, path analysis and the mediating role of inspection method to study different relationships among variables, based on a large number of samples of Wuhan’s young consumer such as the relationship between variable-"cause-related marketing matching degree" and variable-"consumer trust". This paper takes these relationships as the supporting point to do analysis and focuses on the analysis for intermediary function of "consumer trust". Meanwhile, it constructs and fixes a path model of consumers’ attitude towards cause-related marketing of beverage enterprise. Thus, the main conclusions are as follows:1. Cause-related marketing matching degree of the consumer perception includes the enterprise-consumer matching degree and cause-related events’ matching degree, which respectively both have a significant positive effect on consumer trust and consumers’ purchase intention. And cause-related events’ matching degree has a significant positive effect on "consumers’support for NPO". In addition, consumer trust respectively has a positive significant influence on consumers’purchase intention and "consumers’ support for NPO".2. In the consumers’ psychology mechanism of cause-related marketing, the direct effect of consumer trust’s impact on consumers’ purchase intention is big and the direct effect of cause-related events’ matching degree impacting on "consumers’ support for NPO" is also big. However, the intermediary function of consumer trust is limited.3. Consumers are more familiar to the brand of Wanglaoji, but they are unfamiliar to JDB group enterprise which operates this brand of herbal tea.Because77.96%of the respondents do not know this company. Based on the conclusion, this paper puts forward a few relevant suggestions:(1) the enterprise needs to enhance the credibility of cause-related marketing;(2) the enterprise needs to emphasize corporate image and reputation in cause-related marketing;(3) the enterprise needs to choose the matching type and method of cause-related marketing;(4) the enterprise needs to rationally select cause-related events and partners;(5) the enterprise needs to do cause-related marketing based on good traditional sales.