The aim of the study. The study aims to determine the influence of moral identity and moral emotions (anticipatory guilt, empathy) on consumer decision to buy cause-related products

Adomaviciute, K.

Urbonavicius, S.

Electronic Sumy State University Institutional Repository

Міністерство освіти і науки України Сумський державний університет Кафедра маркетингу та УІД Сумський регіональний центр інтелектуального розвитку Українська асоціація маркетингу Всеукраїнська спілка вчених-економістів      Збірник тез доповідей X Міжнародної науково-практичної конференції  «МАРКЕТИНГ ІННОВАЦІЙ І ІННОВАЦІЇ У МАРКЕТИНГУ»  29 вересня – 1 жовтня 2016 року             Суми 2016 battery that powers the motor, with water vapour being the only emission. Tata Motors has already developed next-gen clean, green fuel based commercial vehicles, such as the Magic Iris Electric, a zero emission commercial passenger vehicle which uses solar energy for supplementary charging, and the hybrid Starbus, a clean fuel solution for public transport.  Culture of innovation. Innovation at Tata Motors goes deep beyond product and technology to encompass other aspects of operations such as marketing and customer service. The customers get the benefit of the Tata Motors’ creative approach at various touch points. For example, the Tiago offers a virtual test drive app that uses motion and gesture recognition technology to give the user a virtual on-road driving experience, while also showcasing the car’s noteworthy features. India’s first service app –Tata Motors Connect – gives its customers a stress-free driving experience by connecting instantly to the dealer and workshop network through GPS navigation. VTabs is another new service-related application that tracks vehicles that come in to their service centres through RFID readers; this helps reduce time taken for servicing, thus directly benefiting the customers. Innovative thinking percolates through the organization in many ways. Their people engage with each other through creative platforms such as the enterprise social networking tool Yammer, informal networking sessions, learning sessions and webinars, etc.   1. Wikipedia, the free encyclopedia, Tata Motors. [Електронний ресурс] – Режим доступу: en.wikipedia.org/wiki/Tata_Motors. 2. Marketing Mix of Tata Motors [Електронний ресурс] – Режим доступу: marketing91.com/marketing-mix-tata-motors. 3. Innovation at Tata Motors, 71st Annual Report 2015-16 [Електронний ресурс] – Режим доступу: tatamotors.com/investors/financials/71-ar-     html/pdf/Innovation-at-Tata-Motors.pdf.   Urbonavicius Sigitas, Adomaviciute Karina, Vilnius University (Lithuania)  CONSUMER MORALITY FACTORS: DO THEY INFLUENCE  THE INTENTION TO BUY A CAUSE-RELATED PRODUCT?  The aim of the study. The study aims to determine the influence of moral identity and moral emotions (anticipatory guilt, empathy) on consumer decision to buy cause-related products. Analysis and results. Literature analysis allows concluding that the purchase of cause-related product is influenced by numerous factors (Meijer 26 and Schuyt, 2005; Langen, 2011; Chang 2008, 2011; Kim and Johnson, 2012). Also, it is recognized that the purchase of cause-related product can be considered as a moral act of an individual (a consumer). However, just very few studies analyze it through the prism of moral behaviour and attempt to see what factors are important in this case. Previous studies just suggest that moral identity is important in predicting moral behaviour of individuals (Aquino and Reed, 2002; Aquino et al., 2007; Detert et al., 2008; Reed et al., 2007; Reynolds and Ceranic, 2007). Other scholars concentrate on the importance of moral emotions as a factor affecting moral behaviour (Eisenberg, 1986; Batson, 1998; Hoffman, 2000). However, the analysis of influence of the moral emotions, anticipatory guilt and empathy on intention to buy cause-related product, is rather fragmented (Chang, 2011). Therefore this study aims to contribute to the knowledge about the influence of moral identity on intention to buy cause-related product and to some extent fill this research gap.  In the study, three main hypotheses are developed and tested: H1: Empathy has a positive influence on the intention to buy a cause-related product. H2: Anticipatory guilt has a positive influence on the intention to buy a cause-related product. H3: Moral identity has a positive influence on the intention to buy a cause-related product. Data was collected through consumer survey, performed in Lithuania. Respondents have been shown pre-tested message of charity advertisement, asking to support children in need. The research instrument measured intention to buy a cause-related product, anticipatory guilt, empathy and moral identity.  The hypotheses have been tested by performing multiple linear regression analysis, on the basis of prior reliability analysis and exploratory factor analysis. The model of multiple linear regression was statistically significant (F=56.175, p=0.000, R2 = 0.225). The three analyzed variables (moral identity, anticipatory guilt and empathy) had significant positive influence on the intention to buy a cause-related product, and the influence of the empathy was strongest (b=0.351). Therefore, H1, H2 and H3 hypotheses were supported. Conclusions and directions for the further research. The study allows concluding that the three analyzed morality factors have significant influence on intention to buy cause-related product, thus confirming the possibility to analyze this situation in the theoretical context of moral behaviour.  However, the issue should be further analyzed; the most promising directions of research include manipulation of the donated sum as well as considering other types of charity objects (animals, nature preservation).  27 1. Aquino K., Reed A., II. (2002). The self-importance of moral identity. Journal of Personality and Social Psychology, 83(6), 1423-1440. 2. Aquino K., Reed A. II, Thau S., Freeman D. (2007). A grotesque and dark beauty: How the self-importance of moral identity and mechanisms of moral disengagement influence cognitive and emotional reactions to war. Journal of Experimental Psychology, 43(3), 385-392. 3. Batson C.D. (1998). Altruism and prosocial behavior. In D.T. Gilbert S.T. Fiske, and G. Lindzey (Eds). The Handbook of Social Psychology, 4th ed. (pp. 282-316). Boston, MA: McGraw-Hill. 4. Chang C.T. (2008). To Donate or Not to Donate? Product Characteristics and Framing effects of Cause-Related Marketing on Consumer Purchase Behavior. Psychology and Marketing, 25(12), 1089-1110.  5. Chang C.T. (2011). Guilt Appeals in Cause-Related Marketing. The Subversive Roles of Product Type and Donation Magnitude. International Journal of Advertising, 30(4), 587-616. 6. Detert J.R., Trevin˜o L.K., Sweitzer V.L. (2008). Moral disengagement in ethical decision making: A study of antecedents and outcomes. Journal of Applied Psychology, 93(2), 374-391. 7. Eisenberg N. (1986). Altruistic emotion, cognition, and behaviour. Hillsdale, NJ: Erlbaum. 8. Hoffman M.L. (2000). Empathy and moral development: Implications for caring and justice. New York: Cambridge University Press. 9. Kim J.-E. & Johnson K.P. (2012). The Impact of Moral Emotions on Cause-Related Marketing Campaigns: A Cross-Cultural Examination. Journal of Business Ethics, 112(1), 79-90. 10. Langen N. (2011). Are ethical consumption and charitable giving substitutes or not? Insights into consumers’ coffee choice. Food Quality and Preference, 22(5), 412-421. 11. Meijer M.-M., Schuyt T. (2005). Corporate social performance as a bottom line for consumers. Business and Society, 44(4), 442-461. 12. Reed A. II, Aquino K., Levy E. (2007). Moral identity and judgments of charitable behaviors. Journal of Marketing, 71(1), 178-193. 13. Reynolds S. J., Ceranic T. L. (2007). The effects of moral judgment and moral identity on moral behavior: An empirical examination of the moral individual. Journal of Applied Psychology, 92(6), 1610-1624.   Widawska-Stanisz Agnieszka Częstochowa University of Technology  ELEMENTS OF GAMIFICATION IN SOCIAL MARKETING COMPAIGNS  The goal of this article is to present the essences of gamification and possibilities which are given by using it in the marketing work. Special attention was paid to activities of social marketing, which superior task is to pay direct attention to social problems, to change the social consciousness of given problem, to present the results of some behaviours and to support activities serving the change of attitudes. 28 

Consumer morality factors: do they influence the intention to buy a cause-related product?

SocioEconomic Challenges Journal (Sumy State University)

Міністерство освіти і науки України 
Сумський державний університет 
Кафедра маркетингу та УІД 
Сумський регіональний центр 
інтелектуального розвитку 
Українська асоціація маркетингу 
Всеукраїнська спілка вчених-економістів 
 
 
 
 
 
Збірник тез доповідей 
X Міжнародної 
науково-практичної конференції 
 
«МАРКЕТИНГ ІННОВАЦІЙ 
І ІННОВАЦІЇ У МАРКЕТИНГУ» 
 
29 вересня – 1 жовтня 2016 року 
 
 
 
 
 
 
 
 
 
 
 
 
Суми 2016 
battery that powers the motor, with water vapour being the only emission. 
Tata Motors has already developed next-gen clean, green fuel based 
commercial vehicles, such as the Magic Iris Electric, a zero emission 
commercial passenger vehicle which uses solar energy for supplementary 
charging, and the hybrid Starbus, a clean fuel solution for public transport.  
Culture of innovation. 
Innovation at Tata Motors goes deep beyond product and technology 
to encompass other aspects of operations such as marketing and customer 
service. The customers get the benefit of the Tata Motors’ creative approach 
at various touch points. For example, the Tiago offers a virtual test drive 
app that uses motion and gesture recognition technology to give the user a 
virtual on-road driving experience, while also showcasing the car’s 
noteworthy features. India’s first service app –Tata Motors Connect – gives 
its customers a stress-free driving experience by connecting instantly to the 
dealer and workshop network through GPS navigation. VTabs is another 
new service-related application that tracks vehicles that come in to their 
service centres through RFID readers; this helps reduce time taken for 
servicing, thus directly benefiting the customers. Innovative thinking 
percolates through the organization in many ways. Their people engage 
with each other through creative platforms such as the enterprise social 
networking tool Yammer, informal networking sessions, learning sessions 
and webinars, etc.  
 
1. Wikipedia, the free encyclopedia, Tata Motors. [Електронний ресурс] – Режим 
доступу: en.wikipedia.org/wiki/Tata_Motors. 
2. Marketing Mix of Tata Motors [Електронний ресурс] – Режим доступу: 
marketing91.com/marketing-mix-tata-motors. 
3. Innovation at Tata Motors, 71st Annual Report 2015-16 [Електронний ресурс] – 
Режим доступу: tatamotors.com/investors/financials/71-ar-     html/pdf/Innovation-at-Tata-
Motors.pdf. 
 
 
Urbonavicius Sigitas, Adomaviciute Karina, 
Vilnius University (Lithuania) 
 
CONSUMER MORALITY FACTORS: DO THEY INFLUENCE  
THE INTENTION TO BUY A CAUSE-RELATED PRODUCT? 
 
The aim of the study. The study aims to determine the influence of 
moral identity and moral emotions (anticipatory guilt, empathy) on 
consumer decision to buy cause-related products. 
Analysis and results. Literature analysis allows concluding that the 
purchase of cause-related product is influenced by numerous factors (Meijer 
26 
and Schuyt, 2005; Langen, 2011; Chang 2008, 2011; Kim and Johnson, 
2012). Also, it is recognized that the purchase of cause-related product can 
be considered as a moral act of an individual (a consumer). However, just 
very few studies analyze it through the prism of moral behaviour and 
attempt to see what factors are important in this case. Previous studies just 
suggest that moral identity is important in predicting moral behaviour of 
individuals (Aquino and Reed, 2002; Aquino et al., 2007; Detert et al., 
2008; Reed et al., 2007; Reynolds and Ceranic, 2007). Other scholars 
concentrate on the importance of moral emotions as a factor affecting moral 
behaviour (Eisenberg, 1986; Batson, 1998; Hoffman, 2000). However, the 
analysis of influence of the moral emotions, anticipatory guilt and empathy 
on intention to buy cause-related product, is rather fragmented (Chang, 
2011). Therefore this study aims to contribute to the knowledge about the 
influence of moral identity on intention to buy cause-related product and to 
some extent fill this research gap.  
In the study, three main hypotheses are developed and tested: 
H1: Empathy has a positive influence on the intention to buy a 
cause-related product. H2: Anticipatory guilt has a positive influence on the 
intention to buy a cause-related product. H3: Moral identity has a positive 
influence on the intention to buy a cause-related product. 
Data was collected through consumer survey, performed in 
Lithuania. Respondents have been shown pre-tested message of charity 
advertisement, asking to support children in need. The research instrument 
measured intention to buy a cause-related product, anticipatory guilt, 
empathy and moral identity.  
The hypotheses have been tested by performing multiple linear 
regression analysis, on the basis of prior reliability analysis and exploratory 
factor analysis. 
The model of multiple linear regression was statistically significant 
(F=56.175, p=0.000, R2 = 0.225). The three analyzed variables (moral 
identity, anticipatory guilt and empathy) had significant positive influence 
on the intention to buy a cause-related product, and the influence of the 
empathy was strongest (b=0.351). Therefore, H1, H2 and H3 hypotheses 
were supported. 
Conclusions and directions for the further research. The study allows 
concluding that the three analyzed morality factors have significant 
influence on intention to buy cause-related product, thus confirming the 
possibility to analyze this situation in the theoretical context of moral 
behaviour.  
However, the issue should be further analyzed; the most promising 
directions of research include manipulation of the donated sum as well as 
considering other types of charity objects (animals, nature preservation).  
27 
1. Aquino K., Reed A., II. (2002). The self-importance of moral identity. Journal of 
Personality and Social Psychology, 83(6), 1423-1440. 
2. Aquino K., Reed A. II, Thau S., Freeman D. (2007). A grotesque and dark 
beauty: How the self-importance of moral identity and mechanisms of moral disengagement 
influence cognitive and emotional reactions to war. Journal of Experimental Psychology, 
43(3), 385-392. 
3. Batson C.D. (1998). Altruism and prosocial behavior. In D.T. Gilbert S.T. Fiske, 
and G. Lindzey (Eds). The Handbook of Social Psychology, 4th ed. (pp. 282-316). Boston, 
MA: McGraw-Hill. 
4. Chang C.T. (2008). To Donate or Not to Donate? Product Characteristics and 
Framing effects of Cause-Related Marketing on Consumer Purchase Behavior. Psychology and 
Marketing, 25(12), 1089-1110.  
5. Chang C.T. (2011). Guilt Appeals in Cause-Related Marketing. The Subversive 
Roles of Product Type and Donation Magnitude. International Journal of Advertising, 30(4), 
587-616. 
6. Detert J.R., Trevin˜o L.K., Sweitzer V.L. (2008). Moral disengagement in ethical 
decision making: A study of antecedents and outcomes. Journal of Applied Psychology, 93(2), 
374-391. 
7. Eisenberg N. (1986). Altruistic emotion, cognition, and behaviour. Hillsdale, NJ: 
Erlbaum. 
8. Hoffman M.L. (2000). Empathy and moral development: Implications for caring 
and justice. New York: Cambridge University Press. 
9. Kim J.-E. & Johnson K.P. (2012). The Impact of Moral Emotions on Cause-
Related Marketing Campaigns: A Cross-Cultural Examination. Journal of Business Ethics, 
112(1), 79-90. 
10. Langen N. (2011). Are ethical consumption and charitable giving substitutes or 
not? Insights into consumers’ coffee choice. Food Quality and Preference, 22(5), 412-421. 
11. Meijer M.-M., Schuyt T. (2005). Corporate social performance as a bottom line 
for consumers. Business and Society, 44(4), 442-461. 
12. Reed A. II, Aquino K., Levy E. (2007). Moral identity and judgments of 
charitable behaviors. Journal of Marketing, 71(1), 178-193. 
13. Reynolds S. J., Ceranic T. L. (2007). The effects of moral judgment and moral 
identity on moral behavior: An empirical examination of the moral individual. Journal of 
Applied Psychology, 92(6), 1610-1624. 
 
 
Widawska-Stanisz Agnieszka 
Częstochowa University of Technology 
 
ELEMENTS OF GAMIFICATION IN SOCIAL MARKETING 
COMPAIGNS 
 
The goal of this article is to present the essences of gamification and 
possibilities which are given by using it in the marketing work. Special 
attention was paid to activities of social marketing, which superior task is to 
pay direct attention to social problems, to change the social consciousness 
of given problem, to present the results of some behaviours and to support 
activities serving the change of attitudes. 
28 


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Consumer morality factors: do they influence the intention to buy a cause-related product?

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