<p>This study examines how consumer donation choices in cause-related marketing (CRM) influence purchase intention. The research model included relative price perception, perceived autonomy, and the perceived burden of the donation amount as mediating variables to understand the mechanism influencing purchase intention. Two survey-based experimental studies were conducted. The experimental stimulus was designed to simulate a situation where one CRM product is compared with two non-CRM products. In this context, the donation choice may appear nominal, as consumers can opt not to donate by selecting a non-CRM product. The data were analyzed using structural equation modeling. Results indicate that the choice option makes consumers perceive CRM product prices as relatively lower by separating the product price from the donation amount. The effect on perceived autonomy was supported only in Experiment 2, indicating partial support, while the impact on the perceived burden of donation amount was not significant. These findings suggest that a donation choice in CRM can positively influence purchase intention even in situations where the donation choice may seem nominal, and enhance understanding of the underlying mechanisms behind this effect.</p>