Behavioral intentions for cause-related marketing: Role of gender and attitude towards helping others

Abstract

Cause-related marketing has been the choice of marketers among all
MARCOM elements across all the industries. Marketers are
increasingly allocated higher spending on this form of promotion
and therefore, return on marketing investment should not be
ignored. For that, it is required to understand how cause-related
impacts the formations of attitudes and purchase intention
specifically, among males and females. It also seeks to understand
how this stated relationship varies if consumers take cares of others.
Therefore, this study aims to investigate the relationship among
attitude towards helping others, attitude towards brand/product,
attitude towards company and purchase intention among male and
female. Conveniently selected 212 respondents were contacted and
structured questionnaire was presented to them with an
advertisement having cause-related marketing offer. Results showed
that females have higher purchase intention for cause endorsed
products than males. Therefore, marketers take caution while
developing their interventions targeting these segments.