Eliciting salient beliefs in research on theory of planned behavior: an investigation of the attitude of Millennials toward consumption philanthropy

Abstract

Consumption philanthropy (CP) provides consumers with an opportunity to support charities through consumption of charity-linked products promoted by corporations. Although research on consumers’ response to corporate philanthropy continues to grow, little is known about contextual factors that influence young donors’ willingness to participate in CP. Moreover, CP, also known as cause marketing (CM), has received little attention in public relations research. This study attempts to reduce the gap in the literature. Drawing from the theory of planned behavior, the purpose of this research is to examine beliefs about altruistic goals, perceptions, perceived support, and external control beliefs related to CP participation among Millennials. Findings indicate that the primary factors influencing the participation willingness of the Millennial consumer group are the portion of the proceeds that benefits the cause, the beneficiary, and a high social pressure. Also, Millennials have expectations from their participation in consumption philanthropy programs. The paper concludes with a discussion of implications for research and practices regarding messaging strategies for consumer advertising campaigns.