An Investigation into the Impact of Value Orientation on Attitude and CRM Purchase Intention towards Eco-Friendly Products: Evidence from Gujarat State in India

Cause-related marketing (CRM) has been widely acknowledged as one of the major types of promotional initiatives under the broad head of CSR. Indian business organizations are under constant pressure to deliver products that focus on environment or eco-friendly offerings. Prior literature have claimed that environmental issues are deeply rooted in human value-orientation. The data was collected from 467 retail shoppers in two prominent cities in the western part of India. In the first phase, this study assessed the role of three value-orientations (egoistic, altruistic and biospheric) on attitude toward eco-friendly products. In the second phase, the impact of attitude toward eco-friendly products on CRM purchase intention was investigated. The results of our study revealed that value-orientation has significant impact on attitude toward eco-friendly products and subsequently, has positive influence on CRM purchase intention. This research provides valuable insights for CRM marketers to develop promotional strategies exclusively for CRM- linked eco-friendly products.