Factors affecting attitude and purchase intention towards cause-related marketing: a systematic literature review using TCCM approach

Cause-related marketing (CaRM) has gained popularity as a method of boosting company value through profit-driven giving. Although the concept of CaRM has been widely researched, only a few authors have conducted systematic literature reviews on CaRM. Therefore, we examine the body of literature already in existence to find the factors that have been proven to influence people’s decisions to involve in cause-related marketing campaigns. Using a Theory-Context-Characteristics-Methodology (TCCM) review framework, this research gives an in-depth understanding of the prevalent theories, contexts (i.e., industries and countries), characteristics (i.e., consumer-related factors, campaign-related factors, firm/brand-related factors, product-related factors, moderating variables, and mediating variables), and methods (i.e., research approaches and data analysis techniques) applied in CaRM research between the year 2010 and 2022. This study identifies factors impacting consumers’ attitudes and purchase intention towards CaRM and offers strategic insights to marketers to develop more effective CaRM campaigns. The results of this study will be significant not only for managers but also for scholars and policymakers who seek to deepen their understanding of CaRM.