Does the intention to purchase cause-related products compared to charity donations indicate higher morality?

The growing competition among charity organizations provides individuals with a wide selection of ways how to support specific social causes. Donations to charity and purchase of cause-related products are two forms of pro-social behaviors that receive the most attention from researchers and practitioners. Though their aim (to help others) and many characteristics of campaigns are similar, usually these behaviors and factors affecting them are studied separately, using different theoretical backgrounds. This paper aims to investigate these two behaviors together on the basis of identity theory and analyze how moral identity and moral emotions impact them. Based on a survey of 571 respondents, SEM analysis disclosed the positive impact of the moral identity dimension internalization on the intention to purchase cause-related products (a private prosocial act), whereas the impact of the symbolization dimension on the intention to donate (a public prosocial act) was not revealed. The results also show that purchase intentions of a cause-related product are influenced by empathy, while donation intentions are influenced by guilt. The results indicate that although both behaviors can be explained using the same theoretical background (identity theory), the factors triggering them vary. Additionally, this study proposes several implications for non-profit organizations and cause-related marketing campaigns on how to make charity advertisements more appealing and increase consumers' direct and indirect donations.