The Impact of Moral Judgment on Consumers' Willingness to Pay More
This research is an attempt to answer a recent call from media to examine whether Australian consumers are willing to pay more for their clothes. The media call was based on the premise of a factory collapse in Bangladesh, a key sourcing country of Australian clothing retailers causing a death to...
| Main Authors: | , , |
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| Format: | Conference Paper |
| Published: |
Griffith University
2014
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| Online Access: | http://hdl.handle.net/20.500.11937/80252 |
| Summary: | This research is an attempt to answer a recent call from media to examine whether
Australian consumers are willing to pay more for their clothes. The media call was
based on the premise of a factory collapse in Bangladesh, a key sourcing country of
Australian clothing retailers causing a death toll of more than thousand labours. The
paper focuses on how the components of a cause-related marketing campaign such as
cause-brand fit, cause familiarity and cause importance influence consumers’ moral
judgment en-route to their wiliness to pay (WTP) more. Data was collected through a
self-administered survey using mall intercept technique. The study revealed that the
components of cause-related marketing positively influence consumers’ moral
judgement and their WTP. Thus the paper shows evidence that Australian consumers
are willing to pay more for their clothes, if the increased price is associated with
ensuring well-being of the garment labourers who produce their clothes. |
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