Unravelling Country-of-Origin Effects: Moderated-Mediation of Cause-Related Marketing

Abstract

The paper investigates the intricate relationship between country of origin (COO) and purchase intention, with attitude as a mediator and cause-related marketing (CRM) as a moderator. Utilizing a structured questionnaire, data was gathered from 859 respondents in India and analysed through PLS-SEM and PROCESS via SmartPLS. The findings reveal a positive association between COO, attitude, and purchase intention, with attitude demonstrating complementary partial mediation. Moreover, the analysis uncovers a positive and significant conditional indirect effect of CRM, indicating that the impact of COO on AT is more pronounced at higher levels of CRM. Further, PLS-Predict exhibited strong predictive relevance of the proposed conceptual model. The study is a pioneering effort in examining the combined influence of COO and CRM on consumers’ purchase intentions using interaction moderation. It suggests that emphasizing a product's COO in advertisements and highlighting socially responsible initiatives through CRM can significantly enhance consumer perceptions towards domestic products.

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