Effects of Skepticism on Consumer Response toward Cause-related Marketing in Malaysia

Abstract

Cause-related marketing (CRM) is a marketing tool that brings benefits to a sponsoring company, a cause and a consumer. Companies all over the world are showing greater interest in CRM because of the plethora of benefits it brings to key stakeholders and the increasing consumer concern over socially responsible consumption. However, despite the widespread adoption of CRM among companies, consumers may view CRM with skepticism. Using a survey method, this study examined whether or not Malaysians are skeptical toward CRM. Further, this study examined the impact of consumer skepticism on attitude toward and evaluation of CRM. The results showed that, in general, consumer skepticism toward CRM falls in the middle range. The results also showed that consumer skepticism significantly influences attitude toward CRM and CRM evaluation. Thus, some issues need to be taken into consideration by companies in order to reduce the level of consumer skepticism toward CRM.