Cause-Related Marketing and Consumer Buying Behavior

Abstract

The concept of cause-related marketing (CRM) has been in vogue since the past few decades and involves marketing activities carried out with the purpose ‘to be successful in addressing worthwhile social causes', through collaboration with charitable organizations that help to increase profitability along with bettering the society, in mutually beneficial ways. This implies a social dimension in this cause-related buying. While this is a good social initiative with many factors that influence consumer choice and purchase of cause-related products, there are also many challenges such as consumer skepticism, etc., which mar CRM's success and effectiveness. Through review of extant literature, this study purposes to examine factors and variables influencing CRM and the challenges impeding its effectiveness and suggests ways to overcome these. Furthermore, to gauge an understanding on its practical application, two case studies on CRM campaigns conducted in two different (developing and developed) markets are also discussed.