The Analysis of Cause Related Marketing Factors Value Creation Marketing and Purchase for Laundry Product in Thailand
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Abstract
This research aimed to: 1) examine the personal factors influencing consumers' decisions to purchase laundry products, 2) investigate consumers' opinions on cause-related marketing, marketing value creation, and purchasing decisions, and 3) analyze the influence of cause-related marketing on value creation and purchasing decisions for laundry products. A quantitative research design was adopted, and data were collected using a structured questionnaire from a sample of 400 consumers across five provinces in the lower northeastern region of Thailand. Descriptive statistics-comprising percentage, mean, and standard deviation-were employed alongside inferential statistics. Structural Equation Modeling (SEM) was used to test causal relationships based on a theoretical framework incorporating the Company-Cause-Consumer Fit Model, the Elaboration Likelihood Model, and Value creation theory.
The questionnaire demonstrated strong reliability (Cronbach’s alpha = 0.969) and content validity (IOC range = 0.67-1.00). SEM results showed excellent model fit indices (χ²/df = 1.347, RMSEA = 0.044, CFI = 0.921, GFI = 0.970), confirming model adequacy. Findings indicated that cause-related marketing had a significant indirect effect on purchasing decisions through marketing value creation. Cause-related marketing accounted for 66.6% of the variance in marketing value creation (R² = 0.666), while the combined influence of cause-related marketing and value creation explained 72.8% of purchasing decisions (R² = 0.728). Major influencing factors included consumer concern for social issues, perceived price-value, and word-of-mouth recommendations.
The study highlights the critical importance of integrating cause-related marketing strategies with value-based communication to effectively promote eco-friendly laundry products. These insights offer valuable implications for marketers aiming to influence environmentally conscious consumer behavior in emerging markets.
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