Wpływ zmiennych demograficznych na udział konsumentów w kampaniach marketingu społecznie zaangażowanego

Grzegorz Zasuwa

Grzegorz Zasuwa Katolicki Uniwersytet Lubelski Jana Pawła II, Wydział Nauk Społecznych

Słowa kluczowe: marketing społecznie zaangażowany; cechy demograficzne

Abstrakt

This article presents research results concerning the correlation between the variables of age, education, sex and the material situation of consumers and the decisions they make when buying products marketed within the framework of cause-related marketing. The data have been collected with the use of a questionnaire posted to a random group of respondents. Data analysis is based on the technique of logistic regression. It has revealed that from among all the demographic variables, it is only age that significantly influenced the probability of the subjects’ participation in cause-related marketing campaigns.

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