Role of Altruistic Attitudes in Cause-Related Marketing
Role of Altruistic Attitudes in Cause-Related Marketing

Summary/Abstract: This study identified factors affecting the effects of cause-related marketing (CrM). An empirical verification of the hypotheses confirmed that an altruistic attitude, evaluated through the willingness to help others, is a differentiating factor in purchase intentions of product supporting a social cause. It was assumed that a positive correlation between variables would not be amplified by either the type of the product or the product-cause fit. The research also shows that the more altruistic attitudes, the more favourable attitude towards the CrM campaign and that marketing initiatives based on donation are more effective in stimulating a purchase than initiatives based on financial compensation (price discount, cash-back) when consumers are more, rather than less willing to help a social cause.

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