The impact of scepticism in cause-related marketing campaigns on audiences’ behavioural intentions with religiosity as a moderator: Focused Study on Nonprofit Organizations in India

This study tests the impact of scepticism about cause-related marketing (CrM) campaigns and its impact on audiences’ behavioural intention to donating for a cause being endorsed by nonprofit organizations (NPOs). To attain the above objective, the present study investigates how religiosity moderates the above relationship in developing markets such as India, which has so far remained under-explored. This study is based on examining the impact of the two main elements of audiences’ scepticism about CrM: the effect of the reputation of the NPO on audiences’ scepticism and the fit between the audiences’ and the NPO and their behavioural intentions to donate to the cause. This quantitative research was carried out by surveying 600 respondents using a convenience sample technique. Data were analysed using structural equation modelling (SEM). The findings suggest that religiosity impacts the outcomes of CrM campaigns, as it acts as a moderator of the relationship between scepticism and behavioural intention. This study contributes at the theoretical level by developing a conceptual framework that links scepticism and religiosity to behavioural intentions. This study also provides crucial directions to practitioners in terms of effectively designing CrM campaigns to influence behavioural intention by reducing scepticism.