過去研究發現，有執行善因行銷的企業，會比沒有執行善因行銷的企業更能獲得消費者的青睞，然而應如何尋找與自身企業合適的非營利組織合作，一直是企業實行善因行銷的一道難題，因此，許多學者著手研究產品善因配適度，研究結果顯示，高產品善因配適度可能會讓消費者產生正面的態度；但亦有研究顯示，高產品善因配適度可能會引發消費者對公司動機的懷疑，進而較偏好低產品善因配適度。本研究為了增加可信度，因此選擇兩項產品，亦即橄欖油與機車，並探討以下議題：產品善因配適度與消費者品牌態度之關係，並加入消費者善因重視度為調節變數，以探討對於不同類型的消費者，企業是否應採用不同之產品善因配適度。
本研究以實驗設計為研究方法，操縱變數為產品善因配適度(高與低)與善因重視度(高與低)。研究結果顯示：1.高產品善因配適度會使消費者對品牌態度產生較正面的影響。2.產品單價較高之企業，對於善因重視度高的消費者，應採用高配適度策略。因此，企業若能先分析目標顧客的善因重視度為高或低，在採用善因行銷時能達到更好的效果。

In the past, researches show that the companies who have ever done cause-related marketing obtain more customers’ favor than those companies have not. But how to find the most suitable non-profit organization for business partner is always a big problem for companies. Therefore, many researchers investigated in product-cause-fit and stated that it is a key factor to solve the problem. Some researches show that high product-cause-fit brings more positive customers’ attitudes. However, there are some researches showing that high product-cause-fit may cause the customers’ mistrust to company’s motivation and prefer to low product-cause-fit. Consequently, to increase the credibility, this study chooses two products for respective analysis and discuss the question：High or low product-cause-fit brings more customers’ positive attitudes. At the same time, to discuss whether product-cause-fit has different effect for different type of customers, this study uses customers’ cause significance to moderate the relationship between product-cause-fit and brand attitude. In this study, the experimental design is adopted as the research method, including two manipulated variables: product-cause-fit and cause significance. The result shows that 1.High product-cause-fit brings more positive influence on brand attitude. 2. For companies selling high-priced products, it is the best choice to use high product-cause-fit strategy when facing customers of high cause significance.

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