Inclusive or Inauthentic? Consumer Scepticism Towards LGBTQ ‐Themed Cause‐Related Marketing

ABSTRACT Cause‐related marketing (CRM) is widely used to signal corporate social responsibility and engage ethically motivated consumers, yet its effectiveness remains contested in identity‐sensitive domains such as LGBTQ inclusion. Drawing on Social Identity Theory and Attribution Theory, this research examines how LGBTQ cause identification, perceived corporate motives and campaign scepticism jointly shape consumer responses to inclusive CRM. A within‐subject experimental survey conducted in the United Kingdom exposed participants to two CRM conditions—an LGBTQ‐themed campaign and an identity‐neutral mental‐health campaign—enabling comparison of identity‐salient and neutral contexts within the same session. Results show that LGBTQ cause identification predicts stronger purchase intention in the LGBTQ‐themed condition, with effects operating through higher perceived altruistic motives and lower campaign scepticism and varying by gender. In contrast, identity effects attenuate in the neutral condition, where demographic differences, particularly gender and generational cohort, remain more salient. The findings indicate that consumer engagement with inclusive CRM depends on identity salience and attributional inferences regarding corporate motives, alongside enduring demographic predispositions. This study advances understanding of motive attribution and scepticism in inclusive CRM and offers guidance for firms seeking to engage with identity‐linked causes in ways that resonate with diverse consumer segments.