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Does Causal Marketing Matter in the Drugstore Business?
Abstract
Drugstore business encountered fierce competition with multiple retailers. Other than professional knowledge and legal protections, drugstores needed to win consumer’s trust by creating a favorable image. Based on the theory of planned behavior (TPB), the current research brought the concept of cause-related marketing into the model, and hypothesized that the consumer’s perceived cause moderates the relationship within TPB variables. 262 consumers of drugstores were gathered for testing. Test results confirm the applicability of TPB, of which subjective norm is the strongest predictor, followed by perceived behavior control and attitude. Moderating effects of perceived cause existed in the relationship. Several suggestions to industry and the academic were provided.
Keywords
Drugstore; Theory of planned behavior; Cause-related marketing
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This article is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License. This article can be used for non-commercial purposes. Mentioning of the publication source is mandatory while referring this article in any future works.
