Cause-related marketing: Exploring the differences between Gen Y and Gen Z in India

Abstract

Objective<br/> There is an increasing global need to inspire pro-social behaviour, but there is a dearth of research on factors that underlie the charitable intentions of Gen Y and Gen Z. This study explores the influence of religiosity and descriptive social norms (DSN) on the attitudes and intentions of Gen Y and Gen Z to participate in cause-related marketing (CRM). The study is centred in India, which has a propensity for charitable giving and a rich demographic diversity, and therefore is an appropriate country for CRM research.<br/> Design/Methodology/Approach<br/> Survey data were collected using convenience-based sampling, with 252 valid responses (114 Gen Z; 138 Gen Y). Partial least squares structural equation modelling was utilised for analysing the conceptual model.<br/> Findings<br/> The findings indicate that religiosity influences pro-social attitudes and intentions in both generations, however, there is a differential effect of DSN on attitudes and intentions to participate in CRM for Gen Z, as compared to Gen Y.<br/> Research implications<br/> Religiosity is a significant factor in driving pro-social attitudes and intentions in both generations, however, the effect of DSN on attitudes and intentions to participate in CRM is more pronounced for Gen Z, in comparison to Gen Y.<br/> Practical implications<br/> Marketers can drive an increased intention to participate in CRM by associating CRM efforts with age-old religious teachings for both generations. DSN drive greater engagement of Gen Z with CRM, hence, visible parti cipation in CRM on social media platforms can be an effective strategy for driving pro-social behaviour among Gen Z.<br/> Originality/Value<br/> This is the first study that compares the factors that influence pro-social behaviour in Gen Y and Gen Z in India. The result provides evidence of the continued effect of religiosity on CRM for both generations, and the significant role of DSN in transforming the responses of Gen Z towards CRM.