Understanding the Purchasing Intentions, Charity: The Role of Moral Pleasure and Consumer Skepticism

Given the competitiveness of markets in the past years, it is inevitable to use different strategies for surviving in the current increasingly competitive environments. In this regard, the companies use different methods for increasing their market share. Supporting different activities and charity marketing are the main methods that can be used in such conditions.The purpose of this study is to analyze the relationship between charity marketing and purchase intention, taking into account the effect of mediation of moral pleasure and consumer skepticism.

The research method was descriptive and correlational. The statistical population consisted of Tak makaron customers in Kerman province, among which 410 people were selected as sample and selected by simple sampling method. Data was collected using standard questionnaires: charity marketing, moral pleasure, consumer skepticism and purchase intention, with validation and reliability. Structural equation modeling and AMOS24 and SPSS19 software were used to analyze the data.

The results indicated a positive and significant relationship between charity marketing and purchase intention and cause-related marketing and moral pleasure. The existence of a positive relationship between charity marketing and purchase intention on the one hand and the negative relationship between cause-related marketing and consumer Skepticism and between consumer skepticism.and purchases intentions are among the most important findings of this research.

The use of charity marketing in the organization affects the moral sentiment and consumer values, and will increase the purchasing intention in the organization.