Brand, causes, and the credibility gap: Gen Z purchase intentions in emerging markets

Purpose Cause-related marketing (CRM) has been a vital strategy for companies trying to balance their corporate objectives with CSR. This study aims to find an answer if consumers buy for the cause or the brand. Design/methodology/approach The study leverages the theory of reasoned action and signaling theory, extending their understanding to form a structured framework. Partial least squares structural equation modelling was used to analyze 271 responses from Gen Z participants in India to validate the hypothesis that had been developed. Findings Using survey data and structural equation modeling, the results show that positive attitudes toward the cause and brand-related factors, specifically, brand credibility and attitude toward the brand, significantly influence purchase intention. The fact that cause credibility has no discernible impact, emphasizes context-specific nature of Indian market. These findings highlight the need for brands to go beyond surface-level or slacktivist appeals and integrate causes authentically with their identities to resonate with Gen Z. Research limitations/implications This research contributes to CRM literature by offering evidence from an emerging market perspective and highlighting the nuanced role of slacktivism in shaping consumer–cause relationships. Practical implications It also provides actionable insights for marketers seeking to design strategies that position Gen Z as active collaborators rather than passive recipients of cause messaging. Originality/value This study provides new insights into CRM in an emerging market by examining how brand- and cause-related factors affect Gen Z consumers’ purchase intentions in India’s personal care sector.