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EMAC 2020 Regional Conference


YOUNG ADULTS’ CAUSE RELATED BEHAVIOR ACROSS COUNTRIES: THE ROLE OF INDIVIDUAL CHARACTERISTICS
(R2020-84647)

Published: September 16, 2020

AUTHORS

Maja Arslanagic-Kalajdzic, University of Sarajevo; Selma Kadic-Maglajlic, Copenhagen Business School; Jasmina Dlacic, University of Rijeka, Faculty of Economics and business; Vesna Zabkar, Faculty of Economics, University of Ljubljana

KEYWORDS

social connection; regulation of emotions; cause related behavior

ABSTRACT

This study contributes to enhanced understanding of cause-related purchase intentions by examining the role of social connections and regulation of emotions, according to emotional regulation theory. We focus on young adults, who are often active in solving societal problems, from three countries with different levels of development and familiarity with cause-related marketing activities. Results of multi-group structural equation modeling indicate the overall importance of social connections, however the enhancement role of regulation of emotions only in more developed countries. With segmentation of young adults, the study has both theoretical and policy implications for multiple stakeholders related to cause-related marketing activities.