The influence of Cause-Related Marketing on GenZs’ purchase intention - Mediated by Skepticism, Altruistic Motivation, Brand Loyalty: examining in Food and Beverage industry

Abstract

In the dynamic world of marketing, where social responsibility is increasingly important to Gen Z, particularly in the F&B industry, Cause-Related Marketing stands out being a beacon for businesses looking to make a difference but achieving their objectives. CRM campaigns have obtained a lot of attention over the past decade due to their high potential for F&B businesses to have a positive impact on social and thus improve their brand image. However, the impact of this content on Gen Z's buying intentions in the F&B industry is unknown. Thus, this study created a research model using the TPB (Theory of Planned Behavior) framework and the "Hierarchy of Effects" (HOE) models to investigate how CRM campaigns influence Gen Z's purchasing intentions in the F&B sector. The purpose of this research is to investigate the effectiveness of CRM activities in influencing Generation Z's purchasing intentions in the F&B industry via the mediating effect of three factors: skepticism, altruistic motivation and brand loyalty. The study conducted quantitative research to collect data to support our research. In the quantitative research, the researchers used the Structural Equation Modelling (SEM) technique with SmartPLS 4 to examine the structural and measurement model using a dataset of 334 respondents. The findings revealed that CRM products have a direct impact on Gen Z's purchase intention, with skepticism, altruistic motivation, and brand loyalty serving as mediators. However, there is no mediating relationship between skepticism and CRM on purchase intention, the contrary applies for the remaining two moderating. The findings of this study are extremely valuable for furthering both theoretical research and practical applications of CRM campaigns in regard to Generation Z's purchasing intentions in the F&B industry.