Drivers of Consumer Attitudes Toward Cause Related Marketing: A Factor Analysis Approach
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Drivers of Consumer Attitudes Toward Cause Related Marketing: A Factor Analysis Approach
Sudiksha
Research Scholar, Department of Management and Commerce
Baba Mastnath University, Rohtak
Dr Dinesh Kumar
Professor, Department of Management and Commerce
Baba Mastnath University, Rohtak
ABSTRACT
This study investigates the underlying drivers of consumer attitudes toward Cause Related Marketing (CRM) using Exploratory Factor Analysis (EFA). A structured survey of 600 respondents was conducted, capturing perceptions across dimensions such as authenticity, transparency, emotional appeal, community relevance, and credibility. The results of KMO and Bartlett’s tests confirmed the suitability of the dataset for factor analysis, and seven distinct factors were extracted: Perceived Authenticity and Alignment in CRM, Emotional Framing and Perceived Sincerity in CRM Communication, Trust and Community-Centric Commitment in CRM, Emotional Connection and Impact-Driven Appeal in CRM, Ethical Transparency and Social Relevance in CRM Evaluation, Local Relevance and Brand–Cause Congruence in CRM, and Institutional Credibility in CRM Partnerships. Together, these factors explained over 76% of the variance, highlighting the multidimensional nature of consumer attitudes toward CRM. The findings emphasize that both rational considerations (e.g., transparency, credibility, ethical record) and emotional influences (e.g., storytelling, impact-driven appeal) jointly shape consumer perceptions and purchase intentions.
Keywords: Cause Related Marketing, Consumer Behavior, purchase intention, ethical branding etc.
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