Title: Cause-related marketing purchase decision: do religiosity and attitudes matter?

Authors: Zalinawati Abdullah; Marhana Mohamed Anuar; Mohd Rafi Yaacob

Addresses: Faculty of Business and Management, Universiti Teknologi MARA (UiTM), Cawangan Terengganu, 23000 Dungun, Terengganu, Malaysia ' Faculty of Business, Economics and Social Development, Universiti Malaysia Terengganu, 21030, Kuala Terengganu, Terengganu, Malaysia ' Faculty of Entrepreneurship and Business, Universiti Malaysia Kelantan, Taman, Bendahara, PengkalanChepa, 16100 Kota Bharu, Kelantan, Malaysia

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.

Keywords: religiosity; attitude; CRM; cause-related marketing; value-attitude-behaviour model; consumer.

DOI: 10.1504/JGBA.2021.123556

Journal for Global Business Advancement, 2021 Vol.14 No.5, pp.684 - 704

Received: 02 Oct 2021
Accepted: 02 Oct 2021

Published online: 27 Jun 2022 *

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