Title: Purchase intentions of cause-related products: do hedonic and materialistic values synchronise with collectivism and individualism?

Authors: Parthesh R. Shanbhag; Yogesh Pai; Gururaj Kidiyoor; Nandan Prabhu

Addresses: Department of Commerce, Manipal Academy of Higher Education, Manipal, India ' Manipal Institute of Technology (MIT), Manipal Academy of Higher Education, Manipal, India ' TA Pai Management Institute (TAPMI), Manipal Academy of Higher Education (MAHE), Manipal, India ' T.A. Pai Management Institute (TAPMI), Manipal Academy of Higher Education (MAHE), Manipal, India

Abstract: Past research on cause-related marketing (C-RM) has primarily neglected the inquiry into the influence of cultural values on the purchase intentions of products associated with C-RM campaigns. Hence, this research investigated the moderating roles of horizontal collectivism, horizontal individualism, vertical collectivism, and vertical individualism in the hedonism-materialism and hedonism-purchase intentions relationships in the setting of products associated with C-RM campaigns. Besides, this study examined whether collectivism and individualism are consistent with the materialistic values of the Indian youth. This study showed that horizontal and vertical collectivism negatively moderates the relationship between hedonism and materialism. Besides, horizontal collectivism negatively moderated the hedonism-purchase intentions relationship. However, horizontal individualism and vertical individualism positively moderated the hedonism-materialism relationship.

Keywords: hedonism; materialism; purchase intentions; collectivism; individualism; cause-related marketing; C-RM.

DOI: 10.1504/IJBIR.2026.153502

International Journal of Business Innovation and Research, 2026 Vol.40 No.1, pp.77 - 107

Received: 02 Nov 2022
Accepted: 26 Feb 2023
Published online: 12 May 2026 *

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