Cause-Related Marketing and Consumer Purchase Behavior: A Strategic Review

Cause-related marketing (CRM) has emerged as a strategic tool that aligns corporate objectives with social impact, influencing consumer purchase behavior in increasingly value-driven markets. This review synthesizes global and Indian literature to examine the psychological, cultural, and contextual factors that mediate CRM effectiveness. It highlights key theoretical frameworks, empirical findings, and strategic implications for marketers seeking to enhance brand equity and consumer loyalty through socially responsible campaigns. The paper highlights CRM’s potential to enhance brand equity, foster loyalty, and drive purchase intent when executed with strategic clarity and ethical transparency. It also addresses challenges such as consumer skepticism, cause fatigue, and measurement complexities. By integrating insights from global and regional literature, the review offers actionable recommendations for marketers aiming to leverage CRM as a value-driven differentiator in competitive markets.