Research Blog - The Gift of Goodness: How to Motivate Socially Responsible Gift Giving
Published on May 07 2014
How can you motivate consumers to give social responsible gifts?
That’s the question that Dr. Todd Green explores in his research on socially responsible gift giving.
“Gifts help drive the economy: they account for more than $1 out of every $10 spent at retail stores. What influences whether consumers buy socially responsible gifts? Interest exists: more than 2/3 of consumers want charitable and social causes incorporated into seasonal gift giving. Websites such as Shop with Meaning, which highlight the work of socially responsible firms, are increasingly popular,” writes Dr. Green in a blog post highlighting his research on the Network for Business Sustainability website.
He goes on to add:
“New research that I conducted with Julie Tinson (University of Stirling) and John Peloza (Florida State University) identifies key customer groups — and how companies should treat each type. Through in-depth interviews with a diverse set of consumers, we found four segments of customers, each taking a different approach to considering CSR in both personal consumption and gift giving decisions. Here, we describe each type and the implications for companies.”
The original blog post was published by Dr. Green in the Network for Business Sustainability. Read the full post here.
Dr. Todd Green is currently a lecturer in Marketing at the University of Stirling, Scotland. He will be joining the Marketing, International Business and Strategy department as an assistant professor of Marketing this summer.