Impact of Cause-Related Marketing on Consumer Attitudes and Purchase Intentions in Indian Supermarkets: A TPB Model Analysis

Abstract

This study investigates how cause-related marketing affects consumer purchases, attitudes, and behaviors in Indian supermarkets. To achieve the study's goal, an extended model of the Theory of Planned Behaviour (TPB) is used, which includes an opinion-based inquiry on Corporate Social Responsibility (CSR) Image, Altruistic Firm Motives (AFM), Consumer-Company Identification (CCI), Perceived Company-Cause Fit (PCCF), Attitude, Subjective Norms, and Perceived Behavioral Control. The CFA analysis found that the suggested theoretical framework met the criteria for reliability and validity. Additionally, the TPB model was evaluated for goodness-of-fit statistics. The findings indicate that cause-related marketing campaigns significantly influence both positive attitudes and positive purchasing intentions. Results revealed that Attitude, Subjective Norm (social pressure), Perceived Behavioral Control, CSR Image, AFM, CCI, and PCCF can all predict purchase intention in response to cause-related marketing.