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Purchase intentions of cause-related products: do hedonic and materialistic values synchronise with collectivism and individualism?

Author

Listed:
  • Parthesh R. Shanbhag
  • Yogesh Pai
  • Gururaj Kidiyoor
  • Nandan Prabhu

Abstract

Past research on cause-related marketing (C-RM) has primarily neglected the inquiry into the influence of cultural values on the purchase intentions of products associated with C-RM campaigns. Hence, this research investigated the moderating roles of horizontal collectivism, horizontal individualism, vertical collectivism, and vertical individualism in the hedonism-materialism and hedonism-purchase intentions relationships in the setting of products associated with C-RM campaigns. Besides, this study examined whether collectivism and individualism are consistent with the materialistic values of the Indian youth. This study showed that horizontal and vertical collectivism negatively moderates the relationship between hedonism and materialism. Besides, horizontal collectivism negatively moderated the hedonism-purchase intentions relationship. However, horizontal individualism and vertical individualism positively moderated the hedonism-materialism relationship.

Suggested Citation

  • Parthesh R. Shanbhag & Yogesh Pai & Gururaj Kidiyoor & Nandan Prabhu, 2026. "Purchase intentions of cause-related products: do hedonic and materialistic values synchronise with collectivism and individualism?," International Journal of Business Innovation and Research, Inderscience Enterprises Ltd, vol. 40(1), pages 77-107.
    • Handle: RePEc:ids:ijbire:v:40:y:2026:i:1:p:77-107
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