Testing the Influence of Donation Message-framing, Donation Size, and Product Type (Androgynous Luxury: Hedonic Vs. Eco-friendly: Utilitarian) on CRM Participation Intention

ABSTRACT

Cause-related marketing (CRM) is generally referred to the practice of organizations associating their products with purchase-triggered donations to establish differentiation and to create a meaningful impact. This research study investigates cause-related marketing (CRM) participating intentions of generation Z consumers. Through two experimental studies, this study contributes to the existing literature by shedding light on the impact of donation message-framing, donation size, and product type on CRM participation intentions, thus guiding marketers to design effective CRM campaigns. The findings established that generation Z, who buy androgynous luxury product (hedonic) and eco-friendly product (utilitarian), prefer exact donation message-framing while engaging in CRM initiatives. The present study further revealed that vague donation message-framing and smaller donation size would not appeal generation Z while buying CRM-linked androgynous luxury product as well as eco-friendly product. This research offers insightful observations for marketers to design CRM campaigns effectively by carefully crafting structural elements of the campaign to boost the overall CRM success.

KEYWORDS:

• Cause-related marketing
• generation Z
• CRM participation intentions
• product type
• donation message-framing
• donation size

Disclosure statement

No potential conflict of interest was reported by the author(s).