The purpose of study was to measure the effect of Cause-Related Marketing (CRM) attributes-brand/cause fit, cause involvement, and donation size- on Perceived Customer Effectiveness (PCE), and PCE on Sustainable Purchase Intention (SPI). Furtherly, how PCE mediates the relationship between the CRM attributes and SPI. Two theories, Attribution Theory (AT) and Theory of Reasoned action (TRA), were integrated to investigate the hypothesized relationships. The data was collected on five-point likert scale by administering a survey form. The convenience sampling technique was used to take the valid responses of 216 respondents. The Partial Least Square–Structural Equation Modelling (PLS-SEM) technique was utilized to assess measurement and structural models. The results confirmed the effect of two CRM attributes (brand/cause fit and donation size) on PCE, and the PCE influence on SPI with the highest β-value of 0.568. Likewise, data also supported the mediating effect of PCE in the relationship between the brand/cause fit and SPI, and the donation size and SPI. The practitioners can take benefit by devising the effective CRM programs, that may develop the customer’s belief regarding the solution of social problems by buying sustainable products.
Mannan et al. (Mon,) studied this question.
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