Donation Levels in Cause-Related Marketing (CRM): The Impact of Donation levels, Consumer Support and Self-Expressive Cues on Perceived Benefits and Perceived Monetary Sacrifice

Park, Tae Hee; Yoo, Dongho

doi:10.53728/2765-6500.1580

Cited by 1 publication

(1 citation statement)

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“…Donations reflect the amount of money a business donates to a charity for each customer transaction (Grau and Folse, 2007). Customers' CaRM donations reflect societal benefits (Park and Yoo, 2021). As donation levels increase, customers are more likely to perceive that the CaRM campaign is successful and that the company executing it has good intentions (Folse et al, 2010;Hajjat, 2003;Yoo et al, 2018).…”

Section: Cause-related Marketing (Carm)mentioning

confidence: 99%

Examining the role of cause-related marketing in influencing the purchase intention of Indian customers in the FMCG sector: the role of attitude and cause involvement

Pandey,

Bajpai,

Tiwari

2023

BFJ

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PurposeMany studies conducted on cause-related marketing (CaRM) are concentrated in advanced economies. However, there is very little work reported pertaining to CaRM in emerging economies like India. Hence, the aim of this study is to analyze the effect of CaRM on the customers' purchase intention (PI) in the Indian fast-moving consumer goods (FMCGs) sector, which is the fourth largest sector in the Indian economy. Further, this study tests the mediating effect of attitude and the moderating effect of cause involvement.Design/methodology/approachThis paper employs a quantitative methodology. Primary data were collected from 1220 respondents from North India. PLS-SEM is employed to examine the data.FindingsThe findings reveal that CaRM strongly impacts FMCG customers' purchasing intentions. Further, a positive attitude toward cause-related marketing triggers the customer purchase intention. Third, the results show that cause involvement moderates purchase intentions, so those who feel passionately dedicated to the cause are more inclined to buy while being involved in the cause-related marketing program.Practical implicationsThe results would aid marketers in developing effective CaRM campaigns for their FMCG brands by understanding the different combinations of factors influencing CaRM.Originality/valueFMCG is one of the major pillars of the Indian economy. This research proposes a comprehensive conceptual framework for the current study that is supported by literature. This study provides evidence of the increasingly important role of CaRM in establishing a win-win association with customers, aiming to solve specific societal causes and creating a favorable image of the brand in the FMCG sector.

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