Buying Behaviour of Generation Z with Reference to Cause-related Marketing
Buying Behaviour of Generation Z with Reference to Cause-related Marketing

Summary/Abstract: Objective: This paper examines the prosocial behaviour among Polish consumers of Generation Z.The impact of cause-related marketing (CRM) campaigns on the purchase intention of Genera-tion Z is studied within the framework of attribution theory and social identity theory.Research Design & Methods: The research involved 407 individuals who participated ina between-subjects experiment. The experiment had a 2×2×4 design, with factors includingproduct type (hedonic, utilitarian), donation magnitude (small, large) and cause category(environment, health, human-being, animal-welfare). Nonparametric tests were employed to testhypotheses.Findings: The author finds empirical evidence that Polish Gen Z consumers are willing tobuy products linked with social causes. The study further demonstrates the positive effect ofconsumer personality (attitude toward CRM, attitude toward helping and cause involvement) onCRM participation. The result of this study also shows that there is no direct causal relationshipbetween the product type, cause category and donation size and the purchase intention of Gen Z.Implications / Recommendations: Marketers should develop CRM campaigns linked withcauses that are preferred by Gen Z consumers. In relation to marketing communication,successfully convincing them to purchase cause-related products involves a blend of authenticityand transparency, tangible impact of CRM efforts, social media engagement, and collaboration with influencers who align with the cause and the values of Generation Z. It can strengthen theiraltruistic motivation and favourable attitudes toward socially responsible initiatives.Contribution: Little is known about the prosocial behaviour of Polish Gen Z consumers. Thisstudy is intended to reduce this gap. The findings provide an understanding of the importanceof consumer-cause identification and attitudes in cause-related marketing campaigns targetingZ consumers.

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