Research by: Shweta Pandey, Deepak Chawla, & Sandeep Puri
Executive Summary
Objective: There is an increasing global need to inspire pro-social behaviour but there is a dearth of research on factors that underlie charitable intentions of Gen Y and Gen Z. This study explores the impact of religiosity and the descriptive social norms (DSN) on the attitude and intention of Gen Y and Gen Z to participate in CRM. The study is centered in India which has a proclivity to charitable giving and rich demographic diversity, and therefore, is an apt country for CRM related research.
Design/Methodology/Approach: Survey data were collected using convenience-based sampling with 252 valid responses (114 Gen Z; 138 Gen Y). PLS-SEM was utilised for analyzing the conceptual model.
Findings: The findings indicate that religiosity impacts pro-social attitudes and intention across both generations. However, there is a differential impact of DSN on attitude and intention to participate in CRM for Gen Z as compared to Gen Y.
Research implications: Religiosity remains a significant factor in driving pro-social attitudes and intentions across both generations. However, the impact of DSN on attitude and intention to participate in CRM is more pronounced for Gen Z in comparison to Gen Y.
Practical implications: Marketers can drive an increased intention to participate in CRM by associating CRM efforts with age-old religious teachings across both generations. DSN drives higher engagement of Gen Z with CRM. Hence, visible participation in CRM on social media platforms can be an effective strategy for driving pro-social behaviour among Gen Z.
Originality/value: This is the first study that compares the factors that impact the pro-social behaviour across Gen Y and Gen Z in India. The result provides evidence on the continued impact of religiosity on CRM across both generations and the significant role of DSN in transforming the responses of Gen Z towards CRM.
To cite this article: Pandey, S., Chawla, D., & Puri, S. (2020). Cause-related marketing: Exploring the differences across gen Y and gen Z in India. Social Business, 10(2), 172-191. https://doi.org/10.1362/204440820X15929907056634.
To access this article: https://doi.org/10.1362/204440820X15929907056634
About the Journal
Social Business is a double-blind peer-reviewed interdisciplinary journal which seeks to provide a forum for the exchange of knowledge, experience, insights and ideas about the theory and practice of social business.
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