| Project/Area Number |
15K20896
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| Research Category |
Grant-in-Aid for Young Scientists (B)
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| Allocation Type | Multi-year Fund |
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| Research Field |
Commerce
Social psychology
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| Research Institution | University of Tsukuba |
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Principal Investigator |
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| Project Period (FY) |
2015-04-01 – 2019-03-31
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| Project Status |
Completed (Fiscal Year 2018)
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| Budget Amount *help |
¥3,900,000 (Direct Cost: ¥3,000,000、Indirect Cost: ¥900,000)
Fiscal Year 2017: ¥1,170,000 (Direct Cost: ¥900,000、Indirect Cost: ¥270,000)
Fiscal Year 2016: ¥1,170,000 (Direct Cost: ¥900,000、Indirect Cost: ¥270,000)
Fiscal Year 2015: ¥1,560,000 (Direct Cost: ¥1,200,000、Indirect Cost: ¥360,000)
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| Keywords | Sustainable Marketing / CSR / consumer behavior / sustainable marketing / green marketing / Culture / Governance / cause related marketing / risk / safety / scandals / purchase intention / sustainability / trust |
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| Outline of Final Research Achievements |
The research started off with the exploration of consumer behavior for sustainable marketing led toexploring cause related campaigns that center around sustainable and green causes, CSR and ethical behaviors. From the different studies conducted under this research team, the achievements have been a book chapter (under final revision for publication in 2019) that focuses on Confucian Asia and the role of CSR in attracting talent (basically this is more of an internal marketing focused view) and five presentations at various international conferences An interesting finding is that the perception of sustainable is rather limited to eco products and less on daily practices. Cultural differences have also been found in terms of the perception of sustainable and the efforts and initiatives that are more easily embraced. This research has also helped me embark on a new field of study, into the acceptance of GMO foods that is touted to be sustainable in agricultural practice.
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| Academic Significance and Societal Importance of the Research Achievements |
In terms of academic significance, this study uncovered CSR in attracting talent, as well as in the field of CSR and communications, cause-related and consumer behavior. In terms of social contribution, there is a better understanding on the impact of csr and sustainability in society
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