Consumer guilt and cause related marketing: How charity could facilitate hedonic purchase intention

Scholars suggested that sense of guilt affects people’s shopping behaviour. This research examines how the presence of a CRM strategy linked to the purchase of an hedonic product may be considered as a valid justification to... [ view full abstract ]

Scholars suggested that sense of guilt affects people’s shopping behaviour. This research examines how the presence of a CRM strategy linked to the purchase of an hedonic product may be considered as a valid justification to reduce consumer guilt and improve the intention to buy. The study consists of an experimental 2 (CRM vs no CRM) x 2 (hedonic vs. utilitarian) with the last factor within subjects design. Results propose a significant model that shows the mediation role played by the reduction of the sense of guilt on CRM capability to improve hedonic purchase intention.