An Investigation into the Impact of Value Orientation on Attitude and CRM Purchase Intention towards Eco-Friendly Products: Evidence from Gujarat State in India

Q4 Mathematics Communications on Applied Nonlinear Analysis Pub Date : 2024-07-17 DOI:10.52783/cana.v31.1012

Neha Upadhyay, Dr. Hitesh Parmar

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Abstract

Cause-related marketing (CRM) has been widely acknowledged as one of the major types of promotional initiatives under the broad head of CSR. Indian business organizations are under constant pressure to deliver products that focus on environment or eco-friendly offerings. Prior literature have claimed that environmental issues are deeply rooted in human value-orientation. The data was collected from 467 retail shoppers in two prominent cities in the western part of India. In the first phase, this study assessed the role of three value-orientations (egoistic, altruistic and biospheric) on attitude toward eco-friendly products. In the second phase, the impact of attitude toward eco-friendly products on CRM purchase intention was investigated. The results of our study revealed that value-orientation has significant impact on attitude toward eco-friendly products and subsequently, has positive influence on CRM purchase intention. This research provides valuable insights for CRM marketers to develop promotional strategies exclusively for CRM- linked eco-friendly products.

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价值取向对环保产品态度和客户关系管理购买意向的影响调查：来自印度古吉拉特邦的证据

与事业相关的营销（CRM）已被广泛认为是企业社会责任大标题下的主要促销活动之一。印度的商业组织一直面临着提供注重环境或生态友好产品的压力。先前的文献声称，环境问题深深植根于人类的价值取向。数据收集自印度西部两个著名城市的 467 名零售购物者。在第一阶段，本研究评估了三种价值取向（利己主义、利他主义和生物圈）对环保产品态度的影响。在第二阶段，研究了对环保产品的态度对客户关系管理购买意向的影响。研究结果表明，价值取向对环保产品的态度有显著影响，进而对客户关系管理购买意向产生积极影响。这项研究为客户关系管理营销人员专门针对与客户关系管理相关的环保产品制定促销策略提供了有价值的启示。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Communications on Applied Nonlinear Analysis Mathematics-Analysis

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