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

Authors: Suraj Shah; Maurvi Vasavada; Mahendra Sharma

Addresses: Centre for Management Studies and Research, Ganpat University, Ganpat Vidyanagar, 384012, Mahesha-Gozaria Highway, Maheshana, Gujarat, India ' Centre for Management Studies and Research, Ganpat University, Ganpat Vidyanagar, 384012, Mahesha-Gozaria Highway, Maheshana, Gujarat, India ' Ganpat University, Ganpat Vidyanagar, 384012, Mahesha-Gozaria Highway, Maheshana, Gujarat, India

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.

DOI: 10.1504/IJEMR.2023.129947

International Journal of Electronic Marketing and Retailing, 2023 Vol.14 No.2, pp.139 - 155

Received: 23 May 2021
Accepted: 02 Aug 2021
Published online: 03 Apr 2023 *

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