Success Factors of Cause-Related Marketing in Germany

Cause-related marketing (CrM) campaigns are increasingly used by firms as a marketing tool to promote and differentiate their products from those of competitors. Nevertheless, little is known about consumers' attitudes, knowledge, and perception regarding CrM campaigns and the communication channels they use to learn about CrM. In this article the authors focus on the role of these and other success factors such as cause-brand fit and product fit influencing German consumers' willingness to buy a CrM promoted product. Results from a consumer study provide evidence that consumers in general hold positive attitudes towards CrM, but that these are not strongly reflected in intended or actual purchase behavior. Based on factor and cluster analyses the authors derive marketing recommendations for companies on how to effectively address different consumer segments regarding the CrM products. We identify four groups of consumers that differ in their attitudes towards CrM products. While some consumers appreciate CrM products, others are more critical towards the concept of CrM. [JEL Classifications: M310, Q13].