Abstract:

This research seeks to find the intention to follow positive exemplary behaviours as reflected in social marketing campaigns or to partecipate in marketing campaigns initiated by corporations which promote equally, for example, providing equal access towards quality public health facilities. This research also seeks to ascertain whether character traits and personal values such as materialism, vanity achievement of being perceived as a 'social person' ands sense of social responsibility are positively or negatively related to the above mentioned intention.