Corporate social responsibility (CSR) has been implemented through sponsorships, philanthropy, and cause-related marketing (CRM), amongst which CRM has aroused the interest of many academicians and stakeholders. The study aims to examine the antecedents of cause-related marketing while considering attitude as a mediator to test its relationship with the purchase intention. The snowball sampling technique for data collection was administered to Indian millennial consumers from the regions of Karnataka and Kerala. A total of 313 valid cases were selected for the analysis, which employed partial least squares (PLS) based on structural equation modeling (SEM). The findings have shown that a positive relationship exists between cause participation and purchase intention. Further, product/cause congruence & consumer/cause identification had a positive impact on attitude, while attitude, in turn, showed a favorable association with the purchase intention. This study disclosed the relative importance of the compatibility between the social causes supported by the company with its engaged business while adopting CRM campaigns, and highlighted the need for the involvement of consumers in the CRM programs for their effectiveness.

中文翻译：

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公益营销对千禧一代购买意愿的影响：来自新兴经济体的企业社会责任证据

企业社会责任（CSR）已通过赞助、慈善和公益营销（CRM）等方式得到落实，其中CRM引起了许多院士和利益相关者的兴趣。该研究旨在考察原因相关营销的前因，同时将态度作为中介来检验其与购买意愿的关系。来自卡纳塔克邦和喀拉拉邦地区的印度千禧一代消费者采用了用于数据收集的雪球抽样技术。共选取313个有效案例进行分析，采用基于结构方程模型（SEM）的偏最小二乘法（PLS）。研究结果表明，事业参与和购买意愿之间存在正相关关系。此外，产品/原因的一致性和 消费者/原因识别对态度有积极影响，而态度反过来又显示出与购买意愿的有利关联。这项研究揭示了在采用 CRM 活动时，公司支持的社会事业与其参与的业务之间的兼容性的相对重要性，并强调了消费者参与 CRM 计划以提高其有效性的必要性。