Title: Does integrating blockchain with cause-related marketing affect consumer intention in quick commerce?

Authors: Sneh Gupta; Vikas Sharma

Addresses: University School of Business, Chandigarh University, Mohali, Punjab, India ' University School of Business, Chandigarh University, Mohali, Punjab, India

Abstract: This paper evaluates the ability of blockchain technology to strengthen the effectiveness of cause-related marketing (CRM) initiatives in case of the rapidly developing quick-commercial market in India. In particular, it explores the role of consumer perceptions of transparency and credibility of blockchain in shaping scepticism and attitude towards authenticity of CRM. With the foundation of the cognitive dissonance theory, the study uses the partial least squares structural equation modelling (PLS-SEM) to examine the responses of 494 consumers in Delhi, Bangalore and Mumbai. The results indicate that transparency achieved by blockchain introduces a significant decrease in consumer scepticism and provides a more favourable attitude to CRM initiatives. The research adds to the growing body of knowledge related to supporting the use of technologies-powered trust propositions in marketing and provides strategic suggestions to practitioners who would like to develop genuine and believable CRM campaigns based on blockchain. It reaffirms the importance of blockchain as a strategic asset to build trust and increase consumer interaction to the disruptive quick commerce market in India.

Keywords: blockchain technology; cognitive dissonance; consumer scepticism; cause-related marketing; CRM; PLS-SEM; purchase intentions; quick-commerce.

DOI: 10.1504/MEJM.2026.156226

Middle East Journal of Management, 2026 Vol.13 No.5, pp.525 - 547

Received: 27 Jan 2025
Accepted: 21 Jun 2025
Published online: 08 Sep 2026 *

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