Cause-related marketing purchase decision: do religiosity and attitudes matter? Online publication date: Mon, 27-Jun-2022
by Zalinawati Abdullah; Marhana Mohamed Anuar; Mohd Rafi Yaacob
J. for Global Business Advancement (JGBA), Vol. 14, No. 5, 2021
Abstract: This study examines the effects of religiosity and attitude on cause-related marketing (CRM) purchase decision. The authors also assess the mediating effect of attitude in the relationship between religiosity and CRM product purchase. The value-attitude-behaviour model serves as the underlying theory in this study. The data were collected using an online survey on 319 Malaysian consumers and were analysed using partial least squares structural equation modelling. The findings indicate that religiosity and attitude positively impact CRM product purchase. Furthermore, for the mediating analysis, the results confirm that there is a mediating role of attitude on the relationship between religiosity and CRM product purchase. The findings provide significant contributions to theory and practice. This study is among the few studies that examines the effect of religiosity on CRM product purchase. Additionally, the findings of this study suggest a number of practical implications for both academics and practitioners.
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