The Influence of Brand and Social Cause on Cause-Related Purchase Decisions: An Indian Perspective

Key Points

• This research aims to explore how brand identity and social causes affect consumer purchase intentions in India.
• Conducted a randomized trial with diverse Indian consumers.
• Evaluated responses to various brand and cause combinations in a shopping context.
• Significant influence of brand image on purchase decisions, with a 60% increase in willingness to buy when aligned with social causes.
• Purchases driven by cause-related marketing showed a 40% higher engagement compared to traditional marketing strategies.