논문 요약

□ Although companies perform societal marketing activities in various cultural regions, prior research was predominantly conducted in a specific cultural area- the West. To address this limitation in the literature, this current research examines societal marketing in the Chinese market considering cultural characteristics. China has become the largest market in the world and has great potential growth as a vast consumer market. Since there is heterogeneity among regions in China, it is imperative to divide China into several markets for better understanding. Thus, we investigate different responses of Chinese regional (coastal vs. inland) consumers toward cause-related marketing. Our findings reveal that Chinese consumers prefer utilitarian cause-related marketing products compared with hedonic products, which is opposite result to the findings in previous research. In addition, we found consumers in inland regions expressed a higher preference for utilitarian compared with hedonic cause-related marketing products, while coastal consumers did not display different preference by product type. The academic and practical implications, limitations, and directions for future research are discussed.

붙임: Working paper 1부. 끝.