Chapter 4: Unravelling the Role of Green Intentions and Consumers’ Perceptions of Purchase Intentions in Context of Cause-Related Marketing

To: With a particular focus on environmental consciousness, this study attempts to clarify the complex link that exists between consumer views toward environmental issues and their participation in cause-related marketing (CRM) initiatives. This study entails a thorough analysis of how consumer perceptions of negative (skepticism) or positive (warm glow) influence their interaction with CRM initiatives, majorly focusing on environmental causes.

Design/Methodology/Approach: Using a quantitative research approach that includes a survey, the study seeks to identify the aspects of customer views. For the theoretical support two theories are incorporated i.e. social Identity theory and consumer-based equity theory also known as Keller’s Theory. An online questionnaire is distributed to the quick-commerce consumers in Tier 1 and Tier 2 cities of India which can be analysed using SEM PLS.

Findings: This study provides the Insights into Emotional Drivers to give a better comprehension of the affective bonds that consumers establish with cause-related environmental marketing efforts. It also adds to the awareness of how personal values, attitudes, and perceptions affect consumer behaviour, enabling the development of focused and successful marketing campaigns.

Originality/ Value: This study examines the emotional and psychological aspects that influence consumer participation in CRM, particularly when it comes to environmental concerns. It recognizes how personal beliefs, attitudes, and values affects consumers behave toward brands that practice environmental responsibility.