The Influence of Cause-Related Marketing on Purchase Intentions Among Millennials in Ghana

Abstract

This study explores the influence of cause-related marketing (CRM) on the purchase intentions of millennials. Employing a mixed-methods approach to capture both quantitative and qualitative insights, this study focused on achieving three objectives that focused on understanding the awareness and exposure of millennials to cause-related marketing strategies, the extent to which CRM influences the purchase intentions of Ghanaian millennials, and understand which CRM types had greater influencing power on millennials purchase intentions. The study followed the Consumer Purchase Decision Model and the Theory of Planned Behaviour to undertake this investigation. Quantitative data were collected from 150 survey respondents, while in-depth qualitative data were gathered through interviews with 10 participants. The findings revealed that millennials demonstrated a considerable understanding of CRM as a concept. However, their direct exposure to and experience with CRM strategies were less prevalent. Despite this, CRM emerged as a significant determinant of purchase intentions within this demographic. Among various CRM types, "percentage of sales" and “licensing CRM” strategies had a more pronounced impact on millennials' decision-making compared to other forms. The study underscores the potential of CRM as an effective marketing tool to engage socially conscious millennial consumers.