The moderating role of religiosity on cause related advertising campaigns

Abstract

The purpose of this article is to study the impacts of religiosity on consumer behaviour toward cause related campaigns in Tunisia. A quantitative study among 248 Tunisian citizens show that the effects of perceived altruism on purchase intentions of cause related products are stronger among consumers with a higher level of religiosity. Moreover, results show that religiosity has a moderating effect only on the antecedents of purchase intentions but not on the antecedent attitude towards the advertisement. The present article has important implications for both scholarship and practitioners. It offers a deeper understanding of the role of religiosity as a trait of Muslim consumers and its effects on their behaviour toward cause related campaigns.