Consumer behavioural intentions in cause-related marketing. The role of identification and social cause involvement

Résumé

The main purpose of this research is to analyze the role of consumer identification with the company and consumer involvement with the social cause in consumer behavioural responses to Cause-related Marketing. A theoretical model was empirically estimated based on data taken from 595 consumers of insurance and personal hygiene products and using structural equation modelling. A multigroup analysis was performed in order to test the moderating effect of consumer involvement with the social cause. Findings confirm that company-consumer identification is a powerful cognitive connection able to generate positive consumer behavioural responses to Cause-related Marketing. Furthermore, when the consumer feels more involved with the social cause, the positive influence of consumer identification on product purchase intention is amplified; however, identification influence on intention to support Non-Profit Organisation is reinforced when consumer feels less involved with the social cause.