Consumer perceptions of B corporations, purpose-driven brands and cause-related marketing campaigns: Knowledge, acceptance and appreciation at the time of purchase

BIANCHI, ENRIQUE CARLOS; DAPONTE, GASPAR GRACIA; CANZIANI, CRISTIAN

Journal of Business

Universidad del Pacifico

Lugar: Lima; Año: 2020 vol. 12 p. 3 - 3

or the Argentine case, studies that identify increasing implementation of three major CSR triple-impact strategies?B corporations, purpose-driven brands and marketing, and cause-related marketing?focus predominantly on supply. The present study seeks to identify consumer perceptions of these three triple-impact strategies in terms of recognition, knowledge, appreciation, and prioritization at the time of the purchase in the Argentine market. A quantitative investigation was carried out, based on a nationwide panel of 400 citizens. The results show that a majority of participants do not recognize the concepts of purpose-driven brands or the concept of B corporations. Many express difficulties in identifying such initiatives due to disinterest, ignorance, and/or lack of availability/exposure. In addition, there were non-significant differences in terms of generations, socioeconomic level, and sex. On the other hand, almost half of the panel has some familiarity with cause-related market