Cause-related marketing online trust and purchase intention: investigating the role of CSR, cause involvement, perceived value and the moderating role of donation magnitude

Suraj Shah, Maurvi Vasavada and Mahendra Sharma

International Journal of Electronic Marketing and Retailing, 2023, vol. 14, issue 2, 139-155

Abstract: Owing to the increase in public awareness and concentration on societal issues, cause-related marketing is adopted by a lot of Indian organisations. In this study, online trust and its impact on online purchase intention for cause-related marketing associated fast moving consumer goods products is investigated. Furthermore, this study also explores the moderating effect of donation magnitude on online trust and online purchase intention from cause-related marketing perspective. The findings of this study have indicated that corporate social responsibility, cause involvement and perceived value have positive effect on online trust. Additionally, the results of this study reveal that online trust has a significant impact on the online purchase intention. This unique study is going to be beneficial not only for fast moving consumer good managers but also help online marketers and retailers to design as well as implement effective cause-related marketing campaigns.

Keywords: cause-related marketing; CRM; cause involvement; corporate social responsibility; CSR; perceived value; donation magnitude; online trust; online purchase intention; FMCG. (search for similar items in EconPapers)
Date: 2023
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.inderscience.com/link.php?id=129947 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ids:ijemre:v:14:y:2023:i:2:p:139-155

Access Statistics for this article

More articles in International Journal of Electronic Marketing and Retailing from Inderscience Enterprises Ltd
Bibliographic data for series maintained by Sarah Parker ().