Menstrual Cycle Effects On Green Product Preference And Cause Related Marketing Response

In recent decades,the rapid growth of the global economy and the over-consumption of the public have caused environmental and social problems such as damage to the natural ecological environment and the formation of vulnerable groups.The harmonious development of the economy,environment and society has put forward social normative requirements for environmental protection behavior and social mutual assistance.Enterprises are required to participate in solving environmental and social issues through cause-related marketing,while consumers are called on to promote green consumption as well as to actively identify and respond to enterprise cause-related marketing activities so as to encourage the continuation of its cause-related behavior.In modern society,women are the leaders of social consumption.How to guide female consumers to go green in consumption and respond to cause-related marketing is an important subject to solve the current environmental and social problems,and it is also a matter that enterprises need to take into consideration when it comes to making the decision on their green product marketing and cause-related marketing.Therefore,it is of great necessity to explore the motivation and psychological mechanism of female green consumption and cause-related marketing response.In this research,the impacts of menstrual cycle on women's green consumption and cause-related marketing response are explored from the perspective of evolutionary psychology,and the underlying motivation and mechanism of women's green consumption and cause-related marketing response are revealed.Across nine studies,using experimental methods and questionnaire survey,combinedwithin-subjectdesignand between-sujects design,the research surveyed a total of 2,586 people,involving both student and non-studentsamples,to examinewhether women in the luteal phase of the menstrual cycle show a more positive attitude in terms of green consumption and cause-related marketing response than they in the follicular phase either in real or hypothetical consumption scenarios.Findings suggest that women show a stronger social value orientation and brand identity in the luteal phase than in the follicular phase,which in turn promotes green product consumption and positive response to corporate cause-related marketing respectively.Meanwhile,the moderator variables such as advertising appeals,environmental protection charity appeals,and attribution mode are also explored in this dissertation.Unlike previous studies on female physiology whichare mainly concerned with the functional characteristics of ovulation,this research focuses on the function of the luteal phaseand explores the green consumption behaviors and cause-related marketing response behaviors that are closely related to the female traits displayed during this phase,which opens up new perspectives for future research of female menstrual cycle and female consumption behavior.In addition,with the convenience of obtaining women's menstrual cycle information in the context of big data,the findings of this study will provide decision-making references for companies and social welfare organizations to formulate effective green product consumption and cause-related marketing strategies.