Increasing Consumers’ Hypermarket Visit Intention through Cause-Related Marketing: A Perspective from the Theory of Planned Behaviour

Abstract

Purpose-This study intends to discover factors affecting consumers' intention to participate in cause-related marketing (CRM) and how CRM influences their intention to visit hypermarkets in Malaysia. Design/methodology/approach-Through a self-administered questionnaire and using a mall-intercept technique, a total of 460 samples were collected from consumers in Malaysia. Structural equation modelling was then used to analyse the data. Findings-The results show that three variables (perceived CSR image, consumer-company identification and perceived company-cause fit) out of four significantly predicted consumers' attitude towards CRM. Also, two components (attitude and perceived behavioural control) out of three in the theory of planned behaviour were found to be significantly related to CRM participation intention. Lastly, CRM participation intention was found to influence hypermarket visit intention. Originality/value-The proposed theory of planned behaviour (TPB) was found to be applicable in predicting CRM participation intention and hypermarket visit intention. The findings showed that consumers are more likely to increase their intention to visit a hypermarket that adopts a CRM campaign, which led us to highlight the main implications for hypermarket management and new study areas in this field.

Cause-Related Marketing Influence on Consumer Loyalty in a Medium-Sized City

“…Specifically, the effect of functional fit on CA is greater in the traditional than in the social medium; on the other hand, the effect of image fit is greater in the social than in the traditional medium. These results extend the findings of previous studies [17,37] and support the validity of the dual conceptualization of fit over studies that have considered it a one-dimensional construct [13,15,28,35,72]. In addition, this study contributes by highlighting the role of the fit between social actions and companies as an antecedent of consumer loyalty.…”

“…Ideally, the same methodology might be applied, but in some differently-sized towns with different orientations toward sustainable development. Furthermore, future studies could also extend the analysis by evaluating the effect of other variables, such as consumer-company identification [72], perceived value [73], and trust [74], since this has been found to impact the consumer's attitude towards companies.…”

Investigating the consumption status of Functional drinks (fortified) based on the theory of planned behavior and the stages of change model in female employees

“…Buying from hypermarket had a signi cant difference in the constructs of attitude and subjective norm. Buying from chain stores had also a signi cant difference in attitude, which was in line with the studies of Hong et al (43) and Salmani et al (2).…”

“…Sometimes, in this type of stores, there are representatives from food companies who explain the type of food, which in some way affect the awareness and attitude of the buyers. Hypermarkets also create the impression that they are suitable for providing various products (43). The high variety of products that may be due to the large space of the hypermarket is also effective in attracting the attention of people to buy from this place.…”

Cause-related marketing in Aotearoa New Zealand: Authentic or opportunistic?

“…CRM campaigns are more likely to be effective and seen as authentic, when the motives of organisations are philanthropic, there is a positive CSR image already established, consumers have favourable attitudes towards both the organisation and cause, and organisations support a social cause consistent with their core business or brand image (Basil & Herr, 2006;Hong et al, 2019;Miranda et al, 2020). Hassan et al (2018) found that company-cause congruence was important, and the selected cause needed to match the company's core business.…”