The behavioural perspective of cause-related marketing: a conceptual framework of behavioural antecedents and outcomes
by Suja Nair; Riad Shams; Evangelia Siachou; Demetris Vrontis
J. for Global Business Advancement (JGBA), Vol. 14, No. 4, 2021

Abstract: Growing consumer awareness of social, cause-oriented consumption has prompted many marketers to use the concept of cause-related marketing to increase consumers' participation in socially responsible consumerism. Causerelated marketing involves a mutually beneficial collaborative partnership between a for-profit brand and a non-for-profit organisation, based on a charitable or social cause. While cause-related marketing is widely studied in varying contexts and implemented across different market regions, a literature review identified gaps in its conceptualisation and implementation, and variables, including socio-demographics, consumer perception and attitudes towards the cause-brand fit, that make consumers sceptical, affecting their purchase behaviour and cause-related effectiveness. To address this, we build on the applied theory of organisational behaviour modification, suggesting antecedents which create positive reinforcements that modify consumers' behaviours towards cause-related marketing offerings. Organisations could, thus, achieve cause-related marketing effectiveness by minimising consumers' scepticism by shaping their behaviours towards cause-related campaigns and the respective offerings.

Online publication date: Thu, 04-Nov-2021

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