Abstract: Nowadays, consumers are more skeptical towards the marketer’s activities. They were unable to trust the marketer’s tactics. Cause marketing is widely used by the marketers to create a unique social platform for them to create positive impact among the consumers. Many countries have adopted this for a cordial relationship between the corporates and consumers. The purpose of the study is to find out the factors influencing consumer skepticism towards cause marketing and to give insights to the marketers about the concept. The key ingredients for the rise of skepticism are that consumers were lack in awareness and knowledge about cause marketing practices. Hence, an attempt is made to investigate about consumer skepticism regarding cause marketing. Statistical analysis was done with the collected data from 100 consumers. As a result, it is found out as, proper spread of awareness and concept knowledge may reduce the possibilities of consumer skepticism.
Keywords-Cause marketing, Consumer Skepticism, Campaigns
| DOI: 10.17148/IARJSET.2021.8910