Cause-related marketing: scepticism and warm glow as impacts of donation size on purchase intention

Abstract

This research considers the impact of donation size, in relation to Cause-Related Marketing (CRM) practices, on purchase intention. More specifically, it aims to understand the ethical behaviour of consumers, while introducing diametrically opposed feelings, scepticism and warm glow. A quantitative study based on experimentation was conducted and online self-managed questionnaires were handed to 300 Internet users. The results of this research show that the size of the donation does not directly contribute to the purchase intention, but it rather provokes scepticism in the case of a highly-sized donation. The latter directly and negatively influences the warm glow which in its turn positively affects the intention to buy non-profit products. This research helps advertisers to convey positive, clear and unexaggerated advertising messages about the size of the donation, to avoid consumers’ disruption, doubts and incredulity. This research provides insights into cause-related marketing phenomenon while simultaneously taking into account positive reactions (warm glow) and negative reactions (scepticism) in the research cultures of the Arab world, where the research is sporadic and unavailable.