CRM purchase intention in the context of green products: exploring CSR, cause involvement and donation magnitude

Abstract

Indian businesses are under a lot of pressure due to consumers rising focus on the ethical consequences of their spending, in due course jeopardising the demand, especially for standard over green products. For this study, green products is defined as a product with minimum one environmental attribute such as biodegradable in nature or product made of recycled ingredients. In the first stage, this study assessed the role of corporate social responsibility (CSR), cause involvement and donation magnitude on environmental consciousness. In the second stage, the impact of environmental consciousness on CRM purchase intention was investigated. The results of our study reveal that CSR, cause involvement and donation magnitude have significant impact on environmental consciousness and the resultant effect of environmental consciousness on CRM purchase intention was found positive. This research would help the managers dealing in green products thus, helping them in designing cause related marketing strategy for green products.