Buying Goods for Doing Good? Searching for Answers From Consumers' Responses to Consumption Philanthropy

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Abstract
Consumption philanthropy, a marketing tool that combines purchasing behavior with charitable giving, is gaining more and more attention from hospitality companies. However, few studies have explored how to optimize consumption philanthropic statements to achieve stronger consumer responses. This study combines communication strategies with consumption philanthropy to explore what donation subject can be emphasized in consumption philanthropic statements to better stimulate consumers' purchase intentions. Two experiments were conducted to elucidate the persuasive effects and boundary conditions of consumption philanthropic statements that emphasize different donation subjects. The results suggest that joint donation of consumption philanthropic statements leads to stronger purchase intentions than either customer‐oriented or company‐oriented donation statements, as well as highlighting the mediating role of customer–company identification in the effect of consumption philanthropic statements on purchase intentions. In addition, it is emphasized that differential impacts from different donation subjects exist only in the context of low‐involvement consumers. This study explores how communication strategies can be adapted to achieve superior consumption philanthropy performance, which not only contributes to the consumption philanthropy literature but can also guide hospitality companies in improving their consumption philanthropy practices.
Funding Information
  • National Natural Science Foundation of China (42371242)

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