The Impact of Value Orientations on Consumer Attitudes Towards CRM

Taking the Schwartz’s theory of human values as a conceptual framework, this paper investigates the impact of values on consumer attitudes towards cause-related marketing (CRM). The study is based on a random, non-student sample. Statistical exploration relies not only on multiple regression but also includes fuzzy-set qualitative comparative analysis. Regression results show that consumers attaching a lot of weight to conservative and self-transcendence values are more likely to express favourable attitudes towards CRM campaigns. Fuzzy-set analysis replicates regression findings and suggests that other values can be linked to CRM attitudes as well. Specifically, the analysis finds asymmetric links among self-enhancement, openness and CRM attitudes. This sheds a new light on the impact of human values on consumer responses towards marketing activities with a social dimension.