Beyond Cultural Borders: Self‐Construal, Religiosity and Consumer Response to Cause‐Related Marketing

This study examines how self‐construal and intrinsic religiosity influence consumer attitudes towards cause‐related marketing (CRM) in Nigeria and the United Kingdom. Guided by regulatory focus and self‐signalling theory, the research tests whether independent and inter‐dependent self‐construals predict CRM attitudes, and whether intrinsic religiosity moderates these effects. A cross‐national scenario‐based survey ( N = 810) used standardised CRM scenarios, with structural equation modelling (SEM) to analyse the data. Independent self‐construal predicted positive CRM attitudes in both countries. Interdependent self‐construal was significant only in Nigeria. CRM attitudes strongly predicted willingness to pay (WTP) in both contexts. Religiosity moderated the relationship between self‐construal and CRM attitudes, strengthening the effect of interdependence in Nigeria and independence in the United Kingdom. The findings highlight the role of psychological and cultural variables in shaping CRM response and inform strategy beyond national‐level generalisations.