An appraisal of cause-related marketing on consumer behavior: A case study of a non-profit campaign in Abuja, Nigeria.
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- NGN 5000
Background of the study:
Cause-related marketing (CRM) combines commercial marketing efforts with social or charitable causes to create a win–win scenario for brands and society. In Abuja, non-profit campaigns partnered with commercial entities have emerged as powerful tools to influence consumer behavior by appealing to altruism and social responsibility (Afolabi, 2023). This study examines how CRM initiatives affect consumer perceptions, purchase decisions, and brand loyalty. By aligning marketing messages with meaningful social causes, companies can enhance their brand image and build deeper emotional connections with consumers. The research explores various CRM models, including donation-based promotions and community support projects, and evaluates their effectiveness in driving consumer engagement (Umeh, 2024). It also discusses the challenges of maintaining authenticity and transparency in CRM efforts, which are critical to avoid perceptions of exploitation or greenwashing. The investigation leverages both qualitative and quantitative data to analyze the impact of cause-related marketing on consumer behavior, highlighting its potential to create positive social change while enhancing business outcomes (Afolabi, 2023).
Statement of the problem:
Non-profit campaigns employing cause-related marketing in Abuja face challenges in balancing commercial objectives with social impact. Although CRM has the potential to positively influence consumer behavior, there is often skepticism regarding the authenticity of these initiatives. Consumers may doubt the sincerity of brands’ social commitments, which can undermine the effectiveness of the campaign (Umeh, 2024). This study aims to address these concerns by evaluating the impact of CRM on consumer behavior and identifying best practices to enhance its credibility and overall success (Afolabi, 2023).
Objectives of the study:
To evaluate the impact of cause-related marketing on consumer behavior.
To identify factors that enhance the authenticity of CRM campaigns.
To recommend strategies for improving CRM effectiveness in non-profit initiatives.
Research questions:
How does cause-related marketing influence consumer purchase decisions?
What factors contribute to the credibility of CRM campaigns?
What strategies can improve the effectiveness of cause-related marketing?
Significance of the study:
This study is significant as it offers insights into how cause-related marketing can shape consumer behavior while supporting social causes. The findings will help non-profit campaigns in Abuja design authentic CRM initiatives that resonate with consumers and drive positive change, ultimately benefiting both society and brand reputation (Afolabi, 2023; Umeh, 2024).
Scope and limitations of the study:
This study is limited to evaluating cause-related marketing initiatives in a non-profit campaign in Abuja.
Definitions of terms:
Cause-related marketing (CRM): A marketing strategy that links a brand with a social cause.
Consumer behavior: The decision-making processes of consumers regarding purchases.
Non-profit campaign: An initiative aimed at promoting social causes without profit as the primary goal.
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