Title: The behavioural perspective of cause-related marketing: a conceptual framework of behavioural antecedents and outcomes

Authors: Suja Nair; Riad Shams; Evangelia Siachou; Demetris Vrontis

Addresses: Strategic Marketing, Educe Micro Research, Rajarajeswari Nagar, Bengaluru – 560098, India ' Newcastle Business School, Northumbria University, Newcastle upon Tyne, NE2 1UY, UK ' University of Athens MBA, National and Kapodistrian University of Athens, 1 Sofokleous & Aristeidou Str., 510, Athens, 10559, Greece; Hellenic Open University, Patras, Greece ' School of Business, Department of Marketing, University of Nicosia, 46 Makedonitissas Avenue, CY-2417, P.O. Box 24005, CY-1700, Nicosia, Cyprus

Abstract: Growing consumer awareness of social, cause-oriented consumption has prompted many marketers to use the concept of cause-related marketing to increase consumers' participation in socially responsible consumerism. Causerelated marketing involves a mutually beneficial collaborative partnership between a for-profit brand and a non-for-profit organisation, based on a charitable or social cause. While cause-related marketing is widely studied in varying contexts and implemented across different market regions, a literature review identified gaps in its conceptualisation and implementation, and variables, including socio-demographics, consumer perception and attitudes towards the cause-brand fit, that make consumers sceptical, affecting their purchase behaviour and cause-related effectiveness. To address this, we build on the applied theory of organisational behaviour modification, suggesting antecedents which create positive reinforcements that modify consumers' behaviours towards cause-related marketing offerings. Organisations could, thus, achieve cause-related marketing effectiveness by minimising consumers' scepticism by shaping their behaviours towards cause-related campaigns and the respective offerings.

Keywords: cause-related marketing; organisational behaviour modification; scepticism; reinforcements; cause-related marketing effectiveness.

DOI: 10.1504/JGBA.2021.118750

Journal for Global Business Advancement, 2021 Vol.14 No.4, pp.500 - 519

Received: 21 Apr 2021
Accepted: 21 Apr 2021
Published online: 04 Nov 2021 *

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