Power of Cause Framing: Impact on Gen Z’s Attitudes Towards Corporate Charitable Contributions, Cause Participation Intentions, and Brand Loyalty

This study examined the relationship between different cause framings and aspects of digital cause-related marketing’s effectiveness, focusing on Gen Z’s attitude towards company charitable contributions, cause participation intention, and brand loyalty. The moderating variable was the customer’s level of cause involvement. When survey participants perceived a limited-time promotion associated with the cause, there was a significant positive relationship between their level of concern and all three dependent variables. Conversely, when there was no limited-time promotion, the relationship between cause involvement and attitude toward the company’s charitable contribution became statistically non-significant. Similar trends were observed in the context of value framing, with self-benefit framing showing significant positive relationships between cause involvement and attitudes, participation intentions, and brand loyalty. In contrast, other-benefit framing exhibited a non-significant relationship with attitude.