European Journal of Molecular & Clinical Medicine

This study aims to provide empirical evidence on the relationship between generosity and intention to participate in Cause-Related Marketing (CRM) program directly or mediated by positive emotion. The quantitative study was conducted with convenience sampling to 54 respondents (92% return rate). The questionnaire included items to measure the attitude toward generosity, intention to participate in the CRM program and positive emotion. All data were analyzed using SmartPLS. The finding of the study is that there is a significant positive relationship between generosity to positive emotion and a significant positive relationship between positive emotion and intention to participate in the CRM program. However, the direct relationship between attitude and generosity to the intention to participate in the CRM program is not significant. This study has both theoretical and practical implications. The contribution to theoretical is that this study gives empirical evidence of the relationship between generosity and intention. The practical implication is that this study can give insight to the manager on how to use CRM to improve company relationships with customers.

Consumerbehaviourisastudyofpeople’spreferenceswhileconsideringtheireconomicstatus, psychology, society and social anthropology. It inspects individual’s behaviour and demographics to identify their requirements. In general, consumer behaviour studies are carried out to better understand the consumer to help forecast their behavioural changes in buying decisions.
This article is an attempt to present empirical evidence gathered from consumers of the city of Hyderabad from the five South Indian states, about their value orientations and its influence on their response to cause-related marketing communication thus providing insights on socially responsible consumptionaspect.
The study identifies the key orientations as Thinking, Being, Past and Present for both; cause for education and cause for saving water. However, there is a significant low influence of Mastery and Subjugation of cause for education. Thinking is the orientation that greatly influenced upon the subjective norms of individuals.