The document presents research on factors favoring purchase intention of Tunisian consumers towards cause-related marketing campaigns. Through qualitative interviews, the study found that congruence between the cause and brand/consumer had the strongest impact on purchase intention. Additionally, consumer identification with the cause and attribution of altruistic motivations to the company positively influenced purchase intention. The research contributes to understanding consumer behavior towards cause marketing and provides recommendations for companies on aligning causes with brands and consumers. Limitations included a small sample size and non-representative group, calling for future quantitative research.

1. Elaborated by: Molka TRIKI
Amel CHAABOUNI
Laboratory of Marketing Research (fseg sfax)
ARBRE laboratory (ISG Tunis)
Higher Institute of Management of Tunis, Tunisia
Cause-Related Marketing: Towards An Exploration Of
The Factors Favoring The Purchase Intention Of The
Tunisian Consumer
1 May 2022 1
The 7th International Conference on Digital Economy

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Plan
Introduction
Conceptual
framework
Methodology
Conclusion
Findings and contributions

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Introduction Methodology
Conceptual framework
Findings and
contributions
Conclusion

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Introduction Methodology
Conceptual framework
Findings and
contributions
Conclusion
«87% of U.S. consumers buy products from companies involved in social
problem-solving initiatives, and 89% would switch to a brand associated with a
good cause.» ( Cone communication, 2017, p. 1).
« In times of crisis (Coronavirus), cause marketing is one of the easiest and most effective
tools for businesses.It allows the company to authentically connect with consumers and
quickly reach target audiences while building brand image and loyalty.»
(Global Giving NPO, 2020).

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The number of CRM initiatives has increased, and there have been various examples of
successful collaborations between brands and causes which have benefited both parties.
(Bergkvist et Zhou, 2018)
Several academic studies have investigated the effect of cause-brand congruence on
consumer behavior.
Introduction Methodology
Conceptual framework
Findings and
contributions
Conclusion
(Durate 2018; Bergkvist et Zhou, 2018)

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Introduction Methodology
Conceptual framework
Findings and
contributions
Conclusion
The impact of cause-brand congruence (cause-brand fit) on purchase intention is a
point of controversy in the literature..
Little research has shown that when a consumer identifies with a cause, they will
frequent CRM programs and buy products associated with it.
There is a gap in studies focused on identifying the consumer at the cause and its
consequences.
Durate, 2018

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Introduction Methodology
Conceptual framework
Findings and
contributions
Conclusion
The attribution of altruistic motivations has a real impact on the intention to purchase
products supporting a social cause (Parguel. B, Bénoît-Moreau. F, 2010).
However, it is time to fill the literature gap and shed light on the
controversies mentioned about the factors favoring the intention to
purchase products supporting social causes.

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Research question :
Introduction Methodology
Conceptual framework
Findings and
contributions
Conclusion

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Introduction Methodology
Conceptual framework
Findings and
contributions
Conclusion
Aim:
To explore through a qualitative study the factors affecting
Tunisian consumers’ intention to participate in cause-related
marketing campaigns..

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Introduction Methodology
Conceptual
framework
Findings and
contributions
Conclusion
"process of formulating and implementing marketing activities that are characterized
by an offer from the firm to contribute a specified amount to a designated cause
when customers engage in revenue providing exchanges that satisfy organizational
and individual objectives”.
CRM
Varadarajan & Menon, 1988
Brand
Consumer
Cause
Nelson, 2017

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Introduction Methodology
Conceptual
framework
Findings and
contributions
Conclusion
•Companies regularly use CRM campaigns to change consumers' overall attitude towards
the company and its brands (Till et Nowak, 2000).
•85% of US consumers have preferred organizations or brands or products associated
with a social cause or issue (Lafferty et al.2016).

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Method
Data
collection
technique
Objective
10 semi-structured
interviews
Qualitative study :
Exploratory phase
➢ To explore the factors impacting
the purchase intention of the
Tunisian consumer towards
CRM.
Introduction Methodology
Conceptual framework
Findings and
contributions
Conclusion

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Introduction Methodology
Conceptual framework
Findings and
contributions
Conclusion
✓Sample: Consumers-members of a virtual community on Facebook named
"association Darna"
✓Data analysis: the "QDA Miner" software

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Characteristics of the sample
Introduction Methodology
Conceptual framework
Findings and
contributions
Conclusion
Members Profile Number in percent (%)
Gender Man
Woman
30 %
70 %
Age Between 15-25
Between 26 - 30
Between 30-35
Between 36-40
More than 40
0 %
30 %
30%
30 %
10 %
Socio-
Professional
Category
Engineer
Student
Businessman
Human resources manager
Administrative Officer
Unemployed
Project manager
teacher
20 %
10 %
10 %
10 %
10 %
10 %
10%
20 %

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Congruence (Fit)
26,5%
Consumer-cause
identification
12,30%
The Attribution of
Altruistic
Motivations
4,40%
Involvement in
the product
category
4,40%
Attitude towards
CRM
2,90%
Introduction Methodology
Conceptual framework
Findings and
contributions
Conclusion
➢Factors favoring purchase intention identified in the literature and in qualitative
studies

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Introduction Methodology
Conceptual framework
Findings and
contributions
Conclusion
Congruence (Fit)
26,5%
➔ These results are supported in the literature by Mandler's (1988) congruence theory
Congruence or fit are related concepts expressing similarity or
complementarity, it is the overall perceived fit between cause and brand,
(Goldsmith et al. 2014,). It is "the fact that two (or more) entities fit together
well." (Maille et al. 2011).
Cause –consumer fit
Cause-brand fit Consumer-brand fit
"the brand has to align with the cause, they
have to have the same purpose, the same
category e.g. Pampers, a brand aimed at
children so it has to support a cause related to
babies" (individual 1)
"I think it would be good to have a
relationship and a fit between the consumer
and the cause supported to participate"
(individual 2).
"a beneficial relationship between the brand
or company and the consumer does favor the
intention to participate in these CRM
actions,”(individual 4)

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Introduction Methodology
Conceptual framework
Findings and
contributions
Conclusion
Consumer-cause
identification
12,30%
✓when a consumer associates with a cause, there is a predisposition to patronize CRM programs and
purchase the associated products, (Zdravkovic et al. 2010).
✓Durate et al. (2018) confirmed the positive relationship between consumer identification with the cause
and purchase intention while drawing on social identity theory.
Consumer-cause identification is the degree of overlap between consumers'
self-concept and their perceptions of the cause (Vanhamme et al. 2012).
"When I identify with the cause i.e. I will live the cause, I share values, principles with it" "I feel that my
values and objectives are met, I feel that it is an opportunity to participate in this action" (individual 4).

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Introduction Methodology
Conceptual framework
Findings and
contributions
Conclusion
The Attribution of
Altruistic Motivations
4,40%
as a marketing tool where
the company takes
advantage of CRM practices
to obtain more profit
as an interconnected
relationship estimating the
beneficial effect on the whole
society
as a give-and-take relationship
Three dimensions of motivations perceived by consumers on the
company cited by Öberseder et al. 2013
"It's a marketing used to
maximize customers and
inflate sales" (individual 6)
"I hope that these companies
continue to make profit to carry
out these actions and to develop
their social commitment"
(individual 8)
"I encourage these actions, I find
that they have a mutual impact,
it's a win-win relationship"
(individual 9)

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Introduction Methodology
Conceptual framework
Findings and
contributions
Conclusion
Involvement in the
product category
4,40%
"I participate in the action if the product concerns me, the product must be important for me I need it I consume it,
it interests me this pushes me to buy it" (individual 6).
an "unobservable state of motivation, excitement, and interest in a
product category". Rothschild (1984, p217)
Thirty percent of the respondents seek to be involved in the product category as a motivation for purchase
intention from companies engaged in social initiatives (Kureshi and Thomas, . 2020)

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Introduction Methodology
Conceptual framework
Findings and
contributions
Conclusion
Attitude towards CRM
2,90%
The success or failure of CRM engagement is determined by how customers
perceive corporate motives (Tsai, 2009)
“The company supports a congruent action since it will be interested in its target. I find it legitimate, i believe more in
this company, it will raise the level of belief in this brand behavior. And it will generate a positive attitude towards
the action and I appreciate it more” (individual 3)

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Theoretical
contributions
This study adds to the research agenda on consumer behavior towards
cause-related marketing by addressing a theoretically important area of
research that has been neglected by Tunisian marketing researchers
Introduction Methodology
Conceptual framework
Findings and
contributions
Conclusion

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Managerial
contributions
Introduction Methodology
Conceptual framework
Findings and
contributions
Conclusion
1. Tunisian Companies should cherry-pick the cause they want to support
2. Marketers should develop strategies where the cause is aligned with the
brand and with the consumer.
3. Managers should take into consideration the involvement of the consumer
in the product category.
4. Managers should take seriously the importance of attributing altruistic
motivation as a predictor of purchase intention, To improve consumer
attitudes towards cause-related marketing, companies need to highlight their
altruistic commitment to social causes and their commitment to the welfare
of society.

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repeat the study with a different sample in
order to have a rich understanding about the
factors affecting purchase intention of the
Tunisian consumer
A quantitative phase will be necessary.
We have limited ourselves to a qualitative
exploratory study using semi-structured interviews.
the study was conducted with members of a non-
profit association who already like to get involved
in causes and like to be socially responsible
The size of the sample (10 interviewed) and its
non-representativeness compared to the whole of
the Tunisian population.
To apply a larger sample in order to confirm
the results.
Introduction Methodology
Conceptual framework
Findings and
contributions
Conclusion

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