2016 Fiscal Year Research-status Report
Consumer Behavior for Sustainable Marketing: Understanding How To Market and Make Sustainability Work in Japan and Overseas
| Project/Area Number |
15K20896
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| Research Institution | University of Tsukuba |
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Principal Investigator |
タン キャロラインスーリン 筑波大学, ビジネスサイエンス系, 准教授 (30611397)
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| Project Period (FY) |
2015-04-01 – 2018-03-31
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| Keywords | cause related marketing / CSR / consumer behavior / risk / safety / scandals / purchase intention |
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| Outline of Annual Research Achievements |
This research took a focus on CSR and Cause-related marketing in 2016. I moved on to exploring perceptions of safety and risk especially looking at scandals and how natural disasters affect public perception and shape their purchase intentions and brand perception. Based on the findings, I was invited to present at the following
Academy of Multinational Enterprises. Paper: The Impact of corporate scandals on customer's support on csr
Global Marketing Conference. Paper:The Influence of Corporate Food Scandals On Trust And Purchase Intention
Intl Conference on CSR. Paper: A Study On The Influence Of CSR On Purchase Intention
Japan Forum of Business and Society. Paper:Effect of CRM on Green Behavior
Intl Conference On Corporate Sustainability and Responsibility. Paper:When Scandal Meets CRM
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| Current Status of Research Progress |
Current Status of Research Progress
2: Research has progressed on the whole more than it was originally planned.
Reason
This has been a fairly good year as I managed to run 4 controlled experiments and data collection activities. I also have managed to connect with international researchers in Europe and Asia. On the other hand, I feel that I have not reached the level of progress that I would have hoped due to work load in the department (administrative and academic).
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| Strategy for Future Research Activity |
Moving forward I am interested in looking at the different specific CSR initiatives and how it translates to consumer perception and support whilst at the same time increase the brand image and favorability. I am also planning to narrow down the focus on different industries; looking at different products and services to explore if there are differences in the association and adoption of CSR in terms of type and consumer perception and reception.
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| Causes of Carryover |
I need to use the amount to pay a research company to help collect a bigger data set. The quotation depends on the number of questions and the complexities. I will be working on that portion this year. As the designing of the data collection will take some time, the amount has been deferred to next fiscal year.
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| Expenditure Plan for Carryover Budget |
The balance will be used to pay a market research company to collect a large data set across the nation sometime in August 2017.
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