Development and initial validation of a theory of planned behavior questionnaire: Assessment of purchase intentions towards products associated with CRM campaigns

Figures & data

Figure 1. Theory of planned behavior.

Figure 2. Phases in the construction and validation of the questionnaire.

Table 1. Questions used for the exploratory studies

To elicit behavioral beliefs	What do you think are the advantages of buying a product associated with a cause-related marketing campaign?
	What do you think are the disadvantages of buying a product associated with a cause-related marketing campaign?
	Is there anything else you associate with purchasing a product associated with cause-related marketing?
To elicit normative beliefs	Please list the individuals or groups who would approve or think you should buy a product associated with the cause-related marketing campaign.
	Please list the individuals or groups who would disapprove or think you should not buy a product associated with the cause-related marketing campaign.
	Is there anything else you associate with other people’s views about purchasing a product associated with cause-related marketing?
To elicit control beliefs	Please list any factors or circumstances that would make it easy or enable you to buy a product associated with the cause-related marketing campaign.
	Please list any factors or circumstances that would make it difficult or prevent you from buying a product associated with the cause-related marketing campaign.
	Are there any other issues that come to your mind when you think about purchasing a product associated with cause-related marketing?

Source: Authors own.

Table 2. Rank-ordered codes for behavioral beliefs

Advantages and Likes	Total Beliefs	Disadvantages and Dislikes	Total Beliefs
Total	208		48
Sense of Satisfaction	33 (16 %)	Competitive Pricing	16 (33 %)
Feel Good	31 (15 %)	Competitive Quality	14 (29 %)
Community building	28 (14 %)	Skepticism	11 (23 %)
Responsible person	22 (11 %)	Unworthy cause	4 (8 %)
Social Change	21 (10 %)	Others/unclassifiable/miscellaneous	3 (6 %)
Empathy	19 (10 %)
The easiest way to donate	17 (08 %)
Helping people in need	13 (06 %)
Supplementing governments effort	10 (05 %)
Cause Awareness	9 (04 %)
Others/unclassifiable/miscellaneous	5 (05 %)

Source: Authors own.

Table 3. Rank-ordered codes for normative beliefs

Approve	Total Beliefs	Disapprove	Total Beliefs
Total	83		32
Friends	21 (22 %)	Friends	16 (50 %)
Family	17 (18 %)	Family	14 (44 %)
Relatives	14 (15 %)	Others/unclassifiable/miscellaneous	2 (02 %)
Colleagues	12 (13 %)
Online Influencers	8 (09 %)
Sales executives	7 (07 %)
Others/unclassifiable/miscellaneous	4 (04 %)

Source: Authors own.

Table 4. Rank-ordered quotes for control beliefs

Easy	Total Beliefs	Difficult	Total Beliefs
Total	147	Total	94
Transparency	31 (21 %)	Competitive Pricing	24 (16 %)
Competitive Pricing	28 (19 %)	Transparency	21 (22 %)
Competitive Quality	27 (18 %)	Convenient location	19 (20 %)
Convenient location	24 (16 %)	Brand awareness	17 (18 %)
Cause Awareness	20 (13 %)	Brand Reputation	10 (11 %)
Brand Awareness	12 (08 %)	Others/unclassifiable/miscellaneous	3 (03%)
CRM details on product packaging	3 (02 %)
Others/unclassifiable/miscellaneous	2 (01%)

Source: Authors own.

Table 5. Full list of measurement items

Code	Constructs and scale items Sources	Sources
	Belief constructs and their consequent referents	Elicitation method (focus group approach and open-ended questionnaire method was used)
	Behavioral Belief (BB): (strongly disagree (1)/strongly agree (7))
BB1	I feel a sense of satisfaction when I buy a product associated with a cause-related marketing campaign.
BB2	I feel good when I buy a product associated with a cause-related marketing campaign.
BB3	I feel I am contributing to community building, when I buy a product associated with a cause-related marketing campaign.
BB5	I feel a sense of empathy when I buy a product associated with a cause-related marketing campaign.
BB8	I feel I am helping people in need when I buy a product associated with a cause-related marketing campaign.
	Outcome evaluation (OE): (not at all important (1)/extremely important (7)
OE1	To me, experiencing a sense of satisfaction when I buy a product is.
OE2	To me, feeling good when I buy a product is
OE3	To me, contributing to the community when I buy a product is
OE5	To me, being empathetic when I buy a product is
OE8	To me, helping people in need is as a result of my purchase is
	Normative belief (NB): (strongly disagree (1)/strongly agree (7))
NB1	My friends think I should buy a product associated with a cause-related marketing campaign instead of a conventional product.
NB2	My family thinks I should not buy products associated with a cause-related marketing campaign instead of conventional products. ®
	Motivation to comply (MC) (not at all important (1)/extremely important (7)
MC1	My friends’ approval of what I should buy is
MC2	My family’s’ approval of what I should not buy is ®
	Control belief (CB): (strongly disagree (1)/strongly agree (7))
CB1	Transparency in contribution to charity would influence my decision to buy a product associated with a cause-related marketing campaign.
CB2	The competitive price of a product associated with a cause-related marketing campaign influences my decision to buy it in place of a conventional product.
CB3	A product’s competitive quality associated with a cause-related marketing campaign influences my decision to buy it instead of a conventional product.
CB4	A convenient purchase location would make it easy for me to buy a product associated with a cause-related marketing campaign.
CB7	Details of the contribution to the cause on product packaging will make it easy to buy a product associated with a cause-related marketing campaign.
	Perceived power (PP): (strongly disagree (1)/strongly agree (7))
PP1	Transparency in contribution to charity would influence my decision to buy a product associated with a cause-related marketing campaign.
PP2	The competitive price of a product associated with a cause-related marketing campaign influences my decision to buy it in place of a conventional product.
PP3	A product’s competitive quality associated with a cause-related marketing campaign influences my decision to buy it instead of a conventional product.
PP4	A convenient purchase location would make it easy for me to buy a product associated with a cause-related marketing campaign.
PP7	Details of the contribution to the cause on product packaging will make it easy to buy a product associated with a cause-related marketing campaign.
	Attitude
	Buying product associated with a cause-related marketing campaign is	Han and Kim (2010)
ATT1	Extremely bad (1)/Extremely good (7)
ATT2	Extremely undesirable (1)/Extremely desirable (7)
ATT3	Extremely unenjoyable (1)/Extremely enjoyable (7)
ATT4	Extremely foolish (1)/Extremely wise (7)
ATT5	Extremely unfavourable (1)/Extremely favourable (7)
ATT6	Extremely unpleasant (1)/Extremely pleasant (7)
	Subjective norm: (strongly disagree (1)/strongly agree (7))
SN1	Most people who are important to me would want me to purchase a product associated with a cause-related marketing campaign.	Chan and Lau (2002)
SN2	Most people who are important to me would think I should purchase a product associated with a cause-related marketing campaign.
	Perceived behavioral control (strongly disagree (1)/strongly agree (7))	Y. Kim and Han (2010)
PCB1	Whether or not I buy a product associated with a cause-related marketing campaign instead of a conventional product is entirely up to me.
PCB2	I have resources, time and opportunities to buy products associated with a cause-related marketing campaign.
PCB3	I am confident that if I want to, I can buy a product associated with a cause-related marketing campaign instead of a conventional product.
	Purchase intention (strongly disagree (1)/strongly agree (7))	Y. J. Kim et al. (2013)
PI1	I will purchase a product associated with a cause-related marketing campaign for personal use.
PI2	I am willing to purchase a product associated with a cause-related marketing campaign for personal use.
PI3	I will try to purchase a product associated with a cause-related marketing campaign.
	Purchase behavior (strongly disagree (1)/strongly agree (7))	Wan et al. (2012)
PB1	I have been purchasing products associated with a cause-related marketing campaign regularly.
PB2	I have purchased a product associated with a cause-related marketing campaign for my daily needs.
PB3	I have purchased a product associated with a cause-related marketing campaign in the past six months.

Source: Authors own.

Notes: ® Reverse coded items.

Table 6. CFA and reliability and validity results: Study 3

Behavioral Beliefs = (BB * EO)	Standardized loadings	Cronbach’s α	CR.	AVE
BB1*OE1	0.650
BB2*OE2	0.611
BB3*OE3	0.765	0.844	0.841	0.516
BB5*OE5	0.802
BB8*OE8	0.763
Normative Beliefs = (NB * MC)
NB1*MC1	0.860	0.737	0.747	0.600
NB2*MC2	0.679
Control Beliefs = (CB*PP)
CB1*PP1	0.625
CB2*PP2	0.631
CB3*PP3	0.683	0.79	0.799	0.443
CB4*PP4	0.695
CB7*PP5	0.694
Attitude (ATT)
ATT1	0.762
ATT2	0.762
ATT3	0.801	0.913	0.913	0.637
ATT4	0.818
ATT5	0.821
ATT6	0.821
Subjective Norm (SN)
SN1	0.695
SN2	0.977	0.865	0.886	0.726
SN3	0.861
Perceived Behavioral Control (PCB)
PCB1	0.635
PCB2	0.608	0.657	0.851	0.659
PCB3	0.762
Purchase Intention (PI.)
PI1	0.824
PI2	0.834	0.792	0.811	0.593
PI3	0.637
Purchase Behavior (PB.)
PB1	0.796	0.779	0.785	0.551
PB2	0.772
PB3	0.653

Source: Author’s own.

Table 7. Discriminant validity of the study constructs: Study 3

Correlation Matrix
	Behavioral Belief	Normative Beliefs	Control Beliefs	Attitude	Subjective Norm	Perceived Behavioral Control	Purchase Intention	Purchase Behavior
Behavioral Belief	0.718
Normative Beliefs	0.453	0.744
Control Beliefs	0.421	0.184	0.665
Attitude	0.692	0.429	0.492	0.798
Subjective Norm	0.464	0.516	0.28	0.559	0.852
Perceived Behavioral Control	0.45	0.159	0.499	0.571	0.337	0.811
Purchase Intention	0.509	0.353	0.384	0.598	0.478	0.454	0.77
Purchase Behavior	0.267	0.283	0.213	0.328	0.343	0.291	0.466	0.742

Source: Authors own.

Table 8. Path relationships among the constructs

Path	β value	P value	t-Value	Relationship
BB*OE → ATT	0.834	0.001	15.872	Supported
NB*MC → SN	0.631	0.001	12.817	Supported
CB*PP → PBC	0.725	0.001	10.551	Supported
ATT → PI	0.374	0.001	8.724	Supported
SN → PI	0.218	0.001	5.901	Supported
PBC → PI	0.320	0.001	6.751	Supported
PI → PB	0.530	0.001	9.661	Supported
PBC → PB	0.033	0.621	0.621	Not Supported

Source: Authors own.

Table A1. Summary of exploratory studies

	Study 1A						Study 1B
Study Type	Focus Group Interview	Focus Group Interview	Focus Group Interview	Focus Group Interview	Focus Group Interview	Focus Group Interview	Online survey with open ended questionnaire
Mode	Online	Online	Online	Offline	Offline	Online	Online
No of Participants	6	6	6	6	6	7	25
Average Age	31.2	33.4	36.8	35.3	39	41.2	36.6
Gender	Male = 4 Female = 3	Male = 4 Female = 3	Male = 3 Female = 3	Male = 5 Female = 1	Male = 4 Female = 2	Male = 4 Female = 3	Male = 16 Female = 9
Nationality	India = 4 Bhutan = 2 Sri Lanka = 1	India = 5 Nepal = 2	India = 4 Nepal = 2 Bhutan = 1	India = 6	India = 6	India = 6 Sri Lanka = 1	India = 25
Focus Group Discussions	41 Mins	37 Mins	38 Mins	37 Mins	42 Mins	27 Mins	Not Applicable
Keywords
What do you think are the advantages of buying a product associated with a cause-related marketing campaign? What would you like about buying a product associated with a cause-related marketing campaign?	Sense of Satisfaction, Social change, Responsible person, Cause awareness, act ethically	Empathy, Feel Good, supplementing the government’s effort, sense of fulfillment, happiness	Community building, Helping people in need, Supplementing the government’s effort, is the right thing to do.	Responsible person, makes one ct ethically, The easiest way to donate.	Feel Good, Community building, happiness, Giving back to the community, makes one act ethically.	Social change, Feel Good, The easiest way to donate, Cause awareness.	Feel Good, Community building, Responsible person, Empathy, The easiest way to donate, Helping people in need, Supplementing, Governments effort, Cause awareness, Others/unclassifiable/miscellaneous
What do you think are the disadvantages of buying a product associated with cause-related marketing campaign? What negative feelings do you dislike about buying a product that is associated with cause related marketing campaign?	Competitive Pricing, Competitive Quality	Competitive Quality, Skepticism	Competitive Pricing	Skepticism	No Responses	Competitive Pricing, Skepticism	Competitive Pricing Competitive Quality Unworthy cause Others/unclassifiable/miscellaneous
Who would approve of you buying a product associated with a cause-related marketing campaign? Please list the individuals or groups who would approve or think you should buy a product associated with the cause-related marketing campaign. (Open-ended questionnaire)	Friends, Family, Online Influencers.	Friends, Family, Retail Executives, Colleagues.	Friends, Family, Sales executives.	Friends, Family.	Friends, Family.	Friends, Family.	Friends, Family, Relatives, Sales executives Online Influencers, Others/unclassifiable/miscellaneous
Who would dis- approve of you buying a product associated with a cause-related marketing campaign? Please list the individuals or groups who would disapprove or think you should not buy a product associated with the cause-related marketing campaign. (Open-ended questionnaire)	Friends, Family	Friends, Family, colleagues, peers	Friends, Family	Family, Friends,	Friends, Family,	Family, Friends,	Friends Family Others/unclassifiable/miscellaneous
Please list any factors or circumstances that would make it easy or enable you to buy a product associated with the cause-related marketing campaign.	Convenient location Transparency, Competitive Quality.	Convenient location, Cause awareness, Competitive pricing.	Competitive pricing, Cause awareness, Brand Awareness.	Convenient location, Competitive pricing.	Transparency, Brand Awareness, Convenient location.	Transparency, Convenient location.	Transparency, Competitive pricing, Competitive Quality, Convenient location, Cause awareness, Brand Awareness, CRM details on product packaging, Others/unclassifiable/miscellaneous.
Please list any factors or circumstances that would make it difficult or prevent you from buying a product associated with the cause-related marketing campaign.	Convenient location, Brand awareness.	Transparency, Convenient location	Brand Reputation.	Convenient location, Brand familiarity.	Brand awareness, Brand Reputation.	Brand Reputation, Transparency, Convenient location.	Transparency, Brand awareness, Brand Reputation, Convenient location, Others/unclassifiable/miscellaneous

Source: Authors own.

Table A2. Quotes in responses to the questions on behavioral beliefs and resulting codes

Example Responses	Resulting codes
I feel a sense of satisfaction when I buy such products … There is a containment in buying such products … Buying such products provides you with self-satisfaction … .	Sense of satisfaction
I feel good about buying CRM products …… I feel happy about buying such products … . I feel happy because buying these products enables me to add happiness to others lives … .	Feel good
This provides me a feeling of being engaged in some kind of community building … . I feel I am contributing to the community when I by such products … Such purchase can make our world a better place to live in Buying such products can help make this world a better place to live in … . CRM products help me participate in community building ……	Community building
Buying products that are associated with a cause makes me feel like a responsible person I feel I am fulfilling my duty as responsible person … I feel its my personal responsibility to buy such products over conventional products …	Responsible person
I feel I am sharing others concern when I purchase such products … I feel I am empathetic when I buy such products	Empathetic
I believe this is the easiest way to donate … I feel this is the best way to help deserving people … I usually do not donate … . This makes it easy for me to contribute … .	Ease of donation
It will help people in need … We can help deserving people … So many people around the world need out help … This can solve their problems.	Helping people in need
It is very difficult for the government to do everything. we can share some burden … Government cannot focus on all issues that we face … I feel such purchases will help solve may problems we have at hand as a community …	Supplement governments effort.
There are so many issues we don’t know … This gives us a chance to understand them … .	Cause awareness
Usually these products are more expensive than the normal ones … They are priced higher … . I think I have to pay more to buy such products … .	Competitive pricing
I feel these products have low quality of they are not priced higher than others … . The company compromises on quality of such products …	Compromised quality
In most cases this is an effort to greenwash the customer … I think the company might be lying just to sell their products … I feel skeptical about the claims … . The company may not be committed to the cause …	Skepticism
I feel the cause might not be worth supporting …

Source: Authors own.

Table A3. Quotes in responses to the questions on normative beliefs and resulting codes

Example Response	Resulting codes
My friends ……	Friends
Family/wife/Husband/Parents/Children	Family
Cousins/relatives	Relatives
Colleagues/Peers at work	Colleagues
Influencers/Online Influencers	Influencers
Sales executives … Sales people at store …	Sales executives

Source: Authors own.

Table A4. Quotes in responses to the questions on control beliefs and resulting codes

Example Response	Resulting codes
It would help if the company is transparent … … If the company can provide some details about the contribution that they make … The company could provide evidence of some work that they have already done in the past … Transparency in contribution to the charity	Transparency
Competitive pricing If it is not priced higher … If the cost is similar to competing products in the market	Competitive pricing
If the quality is good … No compromise in the quality … . If the quality is similar to other good products in the market … .	Competitive quality
If it is available in the shop where I usually buy things … If the availability is at a convenient place … . If its available with my regular retailer …	Convenient location
If I know what the cause is … The cause should be known to me …	Cause Awareness
Awareness of the brand involved in CRM If the brand is known to me If it is a well-known brand	Brand awareness
If the details of the contribution are mentioned prominently on the product packaging … Packaging should have the contribution details	CRM details on the packaging
If the brand is reputed … I would think about making one purchase … . If the brand is like TATA … a reputed brand … I think I would buy it…	Brand Reputation

Source: Authors own.

Table A5. The measures, formula, and evaluation criteria to measure the content validity index

Measures	Formula	Evaluation Criteria
I-CVI (Item content validity Index)	(The Number of experts giving a rating of 3 or 4 to the relevancy of each item)/(The total number of experts.)	>0.79 = Appropriate 0.70–0.79 = Needs Revision <0.70 = Eliminated
S-CVI/Avg (Scale content validity Index)	(The sum of all I-CVIs)/(Total Number of items)	>0.80 Recommended
Fleiss kappa	K= (I-CVI—Pc)/(1- Pc). Pc = Probability of change agreement calculated by [N!/A! (N -A)!]* 0.5N. N = Total number of experts in the panel A= number of panellists agree that the item is relevant.	>0.74 = Excellent 0.60–0.74 = Good 0.40–0.59 = Fair

Source: Authors own.

Table A6. Results of Inter-rater reliability technique

	Questions	Not Relevant (1)	Item needs some revision (2)	Need minor revision (3)	Very relevant (4)	I-CVI (Item content validity index)	Probability of chance agreement	Multi-rater Kappa	Eliminated in Content Validity
	Behavioral Beliefs
BB1	I feel a sense of satisfaction when I buy a product associated with a cause-related marketing campaign.				6	1.00	0.02	1.00
BB2	I feel good when I buy a product associated with a cause-related marketing campaign.				6	1.00	0.02	1.00
BB3	I feel I am contributing to community building, when I buy a product associated with a cause-related marketing campaign.				6	1.00	0.02	1.00
BB4	I feel I become an irresponsible person if I buy a product associated with a cause-related marketing campaign.				6	1.00	0.02	1.00
BB5	I feel I am contributing to social change when I buy a product associated with a cause-related marketing campaign.				6	1.00	0.02	1.00
BB6	I feel a sense of empathy when I buy a product associated with a cause-related marketing campaign.			1	5	1.00	0.02	1.00
BB7	I feel I am donating in the easiest way possible when I buy a product associated with a cause-related marketing campaign.				6	1.00	0.02	1.00
BB8	I feel I am helping people in need when I buy a product associated with a cause-related marketing campaign.			1	5	1.00	0.02	1.00
BB9	I feel I am supplementing the government’s effort to address social issues when I buy a product associated with a cause-related marketing campaign.				6	1.00	0.02	1.00
BB10	I feel sceptical about buying a product that is associated with a cause-related marketing campaign.				6	1.00	0.02	1.00
BB11	I feel a sense of fulfillment when I buy a product associated with a cause-related marketing campaign.		2	2	2	0.67	0.23	0.56	Yes
BB12	I feel buying a product associated with cause-related marketing campaign is a ethical thing to do,	1	2	1	3	0.57	0.27	0.41	Yes
	Normative Beliefs
NB1	My friends think I should buy product associated with a cause-related marketing campaign in place of a conventional product.				6	1.00	0.02	1.00
NB2	My family thinks I should not buy products associated with a cause-related marketing campaign in place of a conventional products.				6	1.00	0.02	1.00
NB3	My relatives think I should buy product associated with a cause-related marketing campaign in place of a conventional product.				6	1.00	0.02	1.00
NB4	Online Influencers affect my decision to purchase a product associated with a cause-related marketing product in place of a conventional products	3	2		1	0.17	0.09	0.08	Yes
NB5	My colleagues think I should buy product associated with a cause-related marketing campaign in place of a conventional product.	2	2	1	1	0.33	0.23	0.13	Yes
	Perceived Behavioral control
CB1	Transparency in contribution to charity would influence my decision to buy product associated with a cause-related marketing campaign.				6	1.00	0.02	1.00
CB2	Competitive price of a product associated with a cause related marketing campaign influences my decision to buy it in place of a conventional product.				6	1.00	0.02	1.00
CB3	A competitive quality of a product associated with cause-related marketing campaign influences my decision to buy it instead of a conventional product.				6	1.00	0.02	1.00
CB4	A convenient purchase location would make it easy for me to buy a product associated with a cause-related marketing campaign.				6	1.00	0.02	1.00
CB5	The awareness of the cause to which the contribution is made, will not influence my decision to buy a product that is associated with cause-related marketing campaign.		1	1	4	0.83	0.09	0.82
CB6	The awareness of the brand, involved in a cause-related marketing campaign, will influence my decision to buy such a product.			1	5	1.00	0.02	1.00
CB7	Details of the contribution to the cause on product packaging will make it easy to buy a product associated with a cause-related marketing campaign.				6	1.00	0.02	1.00
					Total	21.57
					S-CVI/Ave	0.86

Source: Authors own.

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