‘ Understanding Social Cause-Related Purchase Intentions Of Young Adults ‘
by Selma Kadić-Maglajlić
Department of Marketing, Copenhagen Business School
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Building on social identity theory, this study sheds light on the interplay of social connections and emotion regulation in determining social cause-related purchase intentions. The focus of the study is on young adults, an age segment whose active role in solving social problems is appreciated today. We examine the context of three South-East European countries with varying levels of familiarity with social cause-related purchases and test the conceptual model using multi-group structural equation modeling. The results show that participation in socially friendly activities is positively related to young adults’ social cause-related purchase intentions, while emotion regulation strengthens this relationship only in countries where young adults have more opportunities for social cause-related purchases. The study has both theoretical and policy implications for multiple stakeholders, including managers, policy makers, and advocacy group representatives.
Selma Kadić-Maglajlić holds a Ph.D. in Marketing from the University of Ljubljana. She is Associate Professor of Marketing at the Department of Marketing at Copenhagen Business School. Her research focuses on interpersonal interactions, emotions and ethics in sales and sales management. Her work has been published in various international journals, including Journal of International Marketing, Journal of Business Ethics, Industrial Marketing Management, Journal of Business Research, International Marketing Review, Technovation, Technological Forecasting and Social Change, Journal of Macromarketing, Journal of Business & Industrial Marketing and others. She serves as Associate Editor for Special issues at Industrial Marketing Management.