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PurposeThe aim of the article is to analyze the effect of cause-related marketing on the attitude–behaviour gap of green consumption in the cosmetics industry. Specifically, the authors examine the relationship between attitude towards the environment, attitude towards green consumption, subjective norms of green consumption, green consumption intention, green consumption behaviour and cause-related marketing.Design/methodology/approachA cross-sectional research design was used to test the results of a random sample of 241 respondents and quantitative research was conducted using the data collected through an online questionnaire.FindingsThe research expanded the current knowledge on the effect of cause-related marketing on consumers’ green purchase behaviour and the findings suggested that green cosmetics producers and sellers should clearly define their target audience before choosing the type of cause-related marketing, as it mainly influences those consumers who have a positive attitude towards green consumption.Research limitations/implicationsThe implications of the research are relevant for marketing specialists, managers and agencies who are looking to promote green cosmetics products.Practical implicationsBefore promoting green cosmetics products, it is important to understand who the target consumer is and whether they have a positive attitude towards the environment, green consumption and also if they are affected by acquaintances’ opinions.Originality/valueThe study contributes to the already existing academic literature by providing a greater understanding of the effect of cause-related marketing on the attitude–behaviour gap of green consumption.

The aim of this paper is to provide an analysis that will be necessary for the development of a future digital marketing plan for CubiCasa OY with the main goal to attract new customers in the United States market. Specifically, the following topics are addressed during the analysis: external and internal examination of CubiCasa in the United States market to assess the current company’s position in the market; performing empirical research to figure out the most important aspects for real estate photographers and businesses. It was followed a qualitative research method with semi-structured surveys sent by Google forms to eight customers who use floor plan creation tools and operate in the US. The findings will help to analyze and make an appropriate decision when adapting it to a digital marketing plan and help to improve customer reach and brand awareness among the United States floor plan makers and companies specializing in real estate business. info:eu-repo/semantics/publishedVersion