A Study On The Influence Of Consumer’s Causal Marketing Perception On Purchase Intention

With the continuous development of the economy and the continuous improvement of the quality of life of the public,people are increasingly concerned about whether enterprises fulfill their social responsibilities,and taking the initiative to assume social responsibility has become an essential development strategy for enterprises.The strategic marketing model of cause-based marketing has emerged.On the one hand,enterprises can actively assume social responsibility by conducting cause-based marketing.On the other hand,consumers can obtain a sense of satisfaction in realizing their own value by purchasing cause-based marketing products,which will further promote enterprises to enhance their sense of social responsibility.In recent years,more and more enterprises have carried out causative marketing,and theoretical research on causative marketing has also flourished.However,there are still many companies that have insufficient understanding and understanding of causal marketing.They only see the benefits brought by causal marketing,but are not clear about its essence.In the process of conducting causal marketing,they blindly imitate it,resulting in low consumer willingness to purchase products from the company.How can enterprises maximize the effectiveness of causative marketing? This issue is worthy of active consideration by enterprises and the theoretical community.In this paper,the theory of planned behavior is introduced into the study of consumer perception of cause related marketing.From three perspectives of perceived behavior control,individual attitude and perceived subjective norms,the control of consumer perceived behavior is divided into two dimensions: perceived barriers and perceived self-efficacy.The impact of consumer perception of cause related marketing on purchase intention is analyzed and studied,and a theoretical model is constructed.The survey subjects selected for the study are mainly consumers who have been exposed to causative marketing.An online survey questionnaire was distributed and 343 valid data were collected.SPSS22.0 software and AMOS22.0 software were used to analyze the collected valid data.Research has found that attitude,perceived self-efficacy,and perceived subjective norms are all positively correlated with consumer purchase intention,but the impact of perceived barriers on purchase intention is not significant.Based on the conclusions drawn from research and analysis,this article proposes suggestions for enterprises,as well as government and relevant public welfare organizations: firstly,guide consumers to have a positive attitude towards corporate causative marketing,and effectively convert this positive attitude into purchasing intention;Creating a positive causative consumption atmosphere in the social environment;Sharing cause-related marketing information with consumers;Enterprises need to pay attention to and be vigilant about the impact of perceived barriers on consumers;Secondly,strengthen official propaganda and guidance,and establish social norms for the cause of good causes;Cultivate consumers’ propensity towards good cause consumption;Improve trust mechanisms,establish cause-based marketing product "ID codes",etc.