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Research Scholar, Department of Commerce, Karpagam Academy of Higher Education, Coimbatore, Tamil Nadu; Assistant Professor, SSV College, Perumbavoor, Kerala India
Associate Professor, Department of Commerce, Karpagam Academy of Higher Education , Coimbatore , India
The study explores the interaction between awareness and attitude in determining the cause related marketing (CRM) intentions of the Generation Z, localized in the Ernakulam District of Kerala. Although there are high literacy levels in the region, little has been done in determining the mechanisms used by CRM to mobilize youth on social and environmental issues. The study uses percentage analysis, ANOVA, and linear regression to analyze the cognitive basis of conscious consumerism using a primary sample of 100 participants. Statistical analysis indicates that there is a strong positive relationship, which is significant, between CRM awareness and consumer attitude (r = 0.549, p < 0.001). Further regression analysis indicates that awareness is a strong predictor of brand sentiment and indicates that it explains the entire variation between consumer attitude to 30.1 ( = 0.301). Demographic ANOVA analysis shows that the level of awareness in the groups is homogenous; whereas gender has a significant moderating effect on the intensity of attitudes (p = 0.028), female respondents are found to be more sensitive to morality. The findings indicate that in order to ensure CRM bridges the awareness-action gap, brands should go beyond the superficial disclosures and adopt transparent and localized approaches of communication. The study ends with a proposal for a future study on the importance of Artificial Intelligence (AI) transparency and longitudinal trust formation in maintaining the interest of Gen Z in social causes.
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