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Can a T-Shirt Create Long-Term Change? Cause-Related Marketing in Preemptive Disaster Response and Mitigation Efforts
Rosenberg, Alexander J.
Rosenberg, Alexander J.
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Abstract
Cause-related marketing (CRM) is an increasingly popular marketing tool utilized by a variety of corporations to show socially responsible practices, and an awareness of societal issues. Purchases from a consumer triggers a donation to a cause close to the mission of the business. CRM has been deemed a new frontier in development, however the marketing method is often critiqued because issues are typically addressed in the short-term through solution-based aid. Consequently, the root of the problem is never addressed, and long-term change fails to occur. This inter-disciplinary thesis explores the theoretical success of CRM addressing issues of long-term natural disaster mitigation, and the creation of relief funds, in susceptible lesser-developed countries (LDCs) where multinational garment brands manufacture. By sampling 200 University of Vermont students in the form of a ten-question survey, empirical research shows that young college-aged consumers believe corporations operating abroad have a responsibility outside of labor employment to assist the local economy. Additionally, young consumers would rather support a brand that engages in long-term CRM, specifically if a portion of their purchase was utilized for disaster-mitigation projects, and the creation of relief funds to assist in post-disaster assistance for affected populations.
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2016-01-01