Examining the role of cause-related marketing in influencing the purchase intention of Indian customers in the FMCG sector
The role of attitude and cause involvement
Bibliographic Data
| ID | 21295684 |
|---|---|
| Authors | Prasant Kumar Pandey (0000-0003-4707-9847, Atal Bihari Vajpayee Indian Institute of Information Technology and Management), Naval Bajpai (Atal Bihari Vajpayee Indian Institute of Information Technology and Management), Abhijeet Vikramaditya Tiwari (Atal Bihari Vajpayee Indian Institute of Information Technology and Management) |
| Year | 2024 |
| Volume | 126 |
| Issue | 3 |
| Pages | 1121-1146 |
| Publication date | 2024-02-14 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | British Food Journal (JOURNAL) |
| Journal identifiers | ISSN: 0007-070X • E-ISSN: 1758-4108 |
| Publisher | Emerald (PUBLISHER) |
| DOI | 10.1108/bfj-07-2023-0638 |
| OpenAlex | W4389286746 |
| Language | EN |
| Citations received | 1 |
| References cited | 80 |
Purpose Many studies conducted on cause-related marketing (CaRM) are concentrated in advanced economies. However, there is very little work reported pertaining to CaRM in emerging economies like India. Hence, the aim of this study is to analyze the effect of CaRM on the customers' purchase intention (PI) in the Indian fast-moving consumer goods (FMCGs) sector, which is the fourth largest sector in the Indian economy. Further, this study tests the mediating effect of attitude and the moderating effect of cause involvement. Design/methodology/approach This paper employs a quantitative methodology. Primary data were collected from 1220 respondents from North India. PLS-SEM is employed to examine the data. Findings The findings reveal that CaRM strongly impacts FMCG customers' purchasing intentions. Further, a positive attitude toward cause-related marketing triggers the customer purchase intention. Third, the results show that cause involvement moderates purchase intentions, so those who feel passionately dedicated to the cause are more inclined to buy while being involved in the cause-related marketing program. Practical implications The results would aid marketers in developing effective CaRM campaigns for their FMCG brands by understanding the different combinations of factors influencing CaRM. Originality/value FMCG is one of the major pillars of the Indian economy. This research proposes a comprehensive conceptual framework for the current study that is supported by literature. This study provides evidence of the increasingly important role of CaRM in establishing a win-win association with customers, aiming to solve specific societal causes and creating a favorable image of the brand in the FMCG sector
Advertising · Business · Emerging markets · Fast-moving consumer goods · Originality · Purchasing · Qualitative research · Sociology · Value (mathematics) · Consumer Behavior in Brand Consumption and Identification · Customer Service Quality and Loyalty · Digital Marketing and Social Media · Marketing
Building Corporate Associations
How to Write Up and Report PLS Analyses
Lateral Collinearity and Misleading Results in Variance-Based SEM
The Predictive Sample Reuse Method with Applications
Reporting reliability, convergent and discriminant validity with structural equation modeling
Cross-Validatory Choice and Assessment of Statistical Predictions
Cause-Related Marketing
The impact of perceived corporate social responsibility on consumer behavior
The theory of planned behavior
Common method biases in behavioral research
When to use and how to report the results of PLS-SEM
Evaluating Structural Equation Models with Unobservable Variables and Measurement Error
A Paradigm for Developing Better Measures of Marketing Constructs
Impact of environmental triggers on students’ behavior to use ride-sharing services
A close look at research on pursuing the right formula for cause-related marketing advertising
H2H Marketing
Confidence Limits for the Indirect Effect
Cause-Related Marketing and Attitude Toward Corporate Image
Cause related marketing in the German retail sector
Millennial Consumers’ Responses to Cause-Related Marketing in Support of LGBTQ Homeless Youth
Donations to Charity as Purchase Incentives
| Unique citing works | 1 |
|---|---|
| Citations per year | 1 |
| Citation span | 2025 - 2025 (1) |
| Citation velocity | recent |
| Highly cited | No |
| Citation types | Neutral: 1 |