Scholarlink

<p>This study aims to investigate&#xa0;the influence of cause-related marketing (CRM) on achieving sustainability through socially responsible investing (SRI). CRM is a powerful, innovative marketing strategy that achieves the triple bottom line of sustainability. Economic sustainability can be attained by influencing investors’ behaviour and advancing social and environmental sustainability through targeted support of relevant causes.</p><p>The present investigation employs a blend of case-based qualitative inquiry and an exploratory-descriptive research&#xa0;framework. Data were collected from primary sources, specifically from investors having at least one year of investment experience. Initially, investors were surveyed using a semi-structured questionnaire, which presented them with five&#xa0;CRM messages from five distinct brands&#xa0;to assess their opinions on CRM. Secondly, data were collected through an IRP-based questionnaire, developed through Learning–Action–Performance (LAP) synthesis.</p><p>The findings demonstrate that investors exhibit heightened awareness about CRM and express a desire to contribute to CRM campaigns through their investment decisions. However, investors lack understanding of CRM. These individuals are sceptical towards both the for-profit firms and NPOs engaged in CRM campaigns. Furthermore, the SAP–LAP–IRP analysis suggests that effective CSR communication, investment research, and cause–company congruence are the three most significant actions that can reduce obstacles and improve performance.</p><p>This research contributes novel insights to the extant corpus of scholarly work, yielding theoretical implications. The study’s theoretical implications are in addition to its substantial ramifications for investors, companies, non-profit organizations, and policymakers.</p>

错误：搜索内容不能为空，请输入英文关键词
错误：关键词超出字数限制，请精简
高级检索

Achieving Sustainability by Influencing Investors’ Decisions through Cause-Related Marketing: An Experimental SAP–LAP Synthesis

  • 期刊论文

  • 发表日期：

    2026年3月5日

查看全文
  • Jyoti Patel,
  • Arun Kumar Deshmukh

摘要

This study aims to investigate the influence of cause-related marketing (CRM) on achieving sustainability through socially responsible investing (SRI). CRM is a powerful, innovative marketing strategy that achieves the triple bottom line of sustainability. Economic sustainability can be attained by influencing investors’ behaviour and advancing social and environmental sustainability through targeted support of relevant causes.

The present investigation employs a blend of case-based qualitative inquiry and an exploratory-descriptive research framework. Data were collected from primary sources, specifically from investors having at least one year of investment experience. Initially, investors were surveyed using a semi-structured questionnaire, which presented them with five CRM messages from five distinct brands to assess their opinions on CRM. Secondly, data were collected through an IRP-based questionnaire, developed through Learning–Action–Performance (LAP) synthesis.

The findings demonstrate that investors exhibit heightened awareness about CRM and express a desire to contribute to CRM campaigns through their investment decisions. However, investors lack understanding of CRM. These individuals are sceptical towards both the for-profit firms and NPOs engaged in CRM campaigns. Furthermore, the SAP–LAP–IRP analysis suggests that effective CSR communication, investment research, and cause–company congruence are the three most significant actions that can reduce obstacles and improve performance.

This research contributes novel insights to the extant corpus of scholarly work, yielding theoretical implications. The study’s theoretical implications are in addition to its substantial ramifications for investors, companies, non-profit organizations, and policymakers.