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 |
| _version_ | 1848764189764485120 |
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| author | Vyravene, Revadee Rabbanee, Fazlul Ramaseshan, Ram |
| author_facet | Vyravene, Revadee Rabbanee, Fazlul Ramaseshan, Ram |
| author_sort | Vyravene, Revadee |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | 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. |
| first_indexed | 2025-11-14T11:15:24Z |
| format | Conference Paper |
| id | curtin-20.500.11937-80252 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T11:15:24Z |
| publishDate | 2014 |
| publisher | Griffith University |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-802522021-01-07T06:49:30Z The Impact of Moral Judgment on Consumers' Willingness to Pay More Vyravene, Revadee Rabbanee, Fazlul Ramaseshan, Ram 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. 2014 Conference Paper http://hdl.handle.net/20.500.11937/80252 Griffith University restricted |
| spellingShingle | Vyravene, Revadee Rabbanee, Fazlul Ramaseshan, Ram The Impact of Moral Judgment on Consumers' Willingness to Pay More |
| title | The Impact of Moral Judgment on Consumers' Willingness to Pay More |
| title_full | The Impact of Moral Judgment on Consumers' Willingness to Pay More |
| title_fullStr | The Impact of Moral Judgment on Consumers' Willingness to Pay More |
| title_full_unstemmed | The Impact of Moral Judgment on Consumers' Willingness to Pay More |
| title_short | The Impact of Moral Judgment on Consumers' Willingness to Pay More |
| title_sort | impact of moral judgment on consumers' willingness to pay more |
| url | http://hdl.handle.net/20.500.11937/80252 |