Increasing Consumers’ Hypermarket Visit Intention through Cause-Related Marketing: A Perspective from the Theory of Planned Behaviour

Hong, Kay Tze; Ng, Siew Imm; Yusof, Raja Nerina Raja; Kaliappan, Shivee Ranjanee

doi:10.7819/rbgn.v21i3.4008

Kay Tze Hong

University Putra Malaysia, Department of Marketing and Management, Serdang and Malaysia

https://orcid.org/0000-0002-9336-4131

Siew Imm Ng

University Putra Malaysia, Department of Marketing and Management, Serdang and Malaysia

https://orcid.org/0000-0002-6518-925X

Raja Nerina Raja Yusof

University Putra Malaysia, Department of Marketing and Management, Serdang and Malaysia

https://orcid.org/0000-0002-6768-2865

Shivee Ranjanee Kaliappan

University Putra Malaysia, Department of Economics, Serdang and Malaysia

https://orcid.org/0000-0001-6953-7541

1
. [Kay Tze Hong, Doctor of Philosophy in Business Economics, University Putra Malaysia, Serdang, Malaysia. E-mail: hongkaytze@gmail.com]

2
. [Siew Imm Ng, Doctor of Philosophy in Management, University of Western Australia, Perth, Australia. E-mail: imm_ns@upm.edu.my]

3
. [Raja Nerina Raja Yusof, Doctor of Philosophy in Management, University of Otago, Dunedin, New Zealand. E-mail: nerina@upm.edu.my]

4
. [Shivee Ranjanee Kaliappan, Doctor of Philosophy in Economics, International Islamic University of Malaysia, Kuala Lumpur, Malaysia. E-mail: shivee@upm.edu.my]

Contribution of each author

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Contribution Kay Tze Hong Siew Imm Ng Raja Nerina Raja Yusof Shivee Ranjanee Kaliappan 1. Definition of research problem √ √ √ √ 2. Development of hypotheses or research questions (empirical studies) √ √ √ 3. Development of theoretical propositions (theoretical work) √ √ 4. Theoretical foundation/Literature review √ 5. Definition of methodological procedures √ √ √ 6. Data collection √ 7. Statistical analysis √ 8. Analysis and interpretation of data √ 9. Critical revision of the manuscript √ √ √ 10. Manuscript writing √ √ 11. Other (please specify which)

Responsible editor:

Prof. Dr. Guilherme de Farias Shiraishi

Figures (3)
Tables (15)

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Figure 1
Conceptual Framework

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Figure 2
Final Research Model

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Contribution Kay Tze Hong Siew Imm Ng Raja Nerina Raja Yusof Shivee Ranjanee Kaliappan 1. Definition of research problem √ √ √ √ 2. Development of hypotheses or research questions (empirical studies) √ √ √ 3. Development of theoretical propositions (theoretical work) √ √ 4. Theoretical foundation/Literature review √ 5. Definition of methodological procedures √ √ √ 6. Data collection √ 7. Statistical analysis √ 8. Analysis and interpretation of data √ 9. Critical revision of the manuscript √ √ √ 10. Manuscript writing √ √ 11. Other (please specify which)

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Table 1
Sample items of measurement instrument

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Table 2
Measurement model: loadings, construct reliability and convergent validity

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Table 3
Discriminant validity of the measurement model: Fornell and Larcker (1981Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 18(1), 39-50.)

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Table 4
Descriptive Statistics (Mean, Standard Deviation, Skewness and Kurtosis)

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Table 5
Results of the structural model analysis (hypotheses testing)

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Table 6
Independent T-Test on Gender

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Table 7
Results of ANOVA between Hypermarket Visit Intention, CRM Participation Intention and Education Level

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Table 8
Results of ANOVA between Hypermarket Visit Intention, CRM Participation Intention and Monthly Income

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Strongly Disagree (SD) Disagree Somewhat Disagree Neutral (N) Somewhat Agree Agree Strongly Agree (SA) 1 2 3 4 5 6 7

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No. Items SD N SA 1 Pure (Sincere) 1 2 3 4 5 6 7 2 Unselfish 1 2 3 4 5 6 7 3 Caring 1 2 3 4 5 6 7 4 Society serving 1 2 3 4 5 6 7 5 Involved 1 2 3 4 5 6 7 6 Proactive 1 2 3 4 5 6 7

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No. Items SD N SA 1 I think this hypermarket has a legitimate (genuine/sincere) interest in this cause. 1 2 3 4 5 6 7 2 This hypermarket is socially responsible. 1 2 3 4 5 6 7 3 This hypermarket is a good corporate citizen. 1 2 3 4 5 6 7 4 Helping others appears to be important to this hypermarket. 1 2 3 4 5 6 7 5 This promotion benefits “underprivileged individuals” more than it benefits this hypermarket. 1 2 3 4 5 6 7 C: Consumer-Company Identification (CCI) No. Items SD N SA 1 This hypermarket’s principle is similar to my values. 1 2 3 4 5 6 7 2 When someone praises this hypermarket, it feels like a personal compliment. 1 2 3 4 5 6 7 3 When someone criticizes this hypermarket, it feels like a personal insult. 1 2 3 4 5 6 7 4 I am very interested in what others think about this hypermarket. 1 2 3 4 5 6 7 5 I am concerned about the related information and development of this hypermarket. 1 2 3 4 5 6 7 6 I will spread positive information on this hypermarket to others. 1 2 3 4 5 6 7 D: Perceived Company-Cause Fit No. Items SD N SA 1 The “supporting underprivileged individuals” cause implemented by this hypermarket fits with the nature of its business. 1 2 3 4 5 6 7 2 The “supporting underprivileged individuals” cause implemented by this hypermarket is relevant to its business. 1 2 3 4 5 6 7 3 The “supporting underprivileged individuals” cause implemented by this hypermarket is appropriate for its brand image. 1 2 3 4 5 6 7 E: Intention to Participate in Cause-Related Marketing Campaign No. Items SD N SA 1 I think this hypermarket’s campaign of “supporting underprivileged individuals’ is a good idea. 1 2 3 4 5 6 7 2 I would be willing to participate in this hypermarket’s campaign of “supporting underprivileged individuals” by buying most of my groceries from this hypermarket. 1 2 3 4 5 6 7 3 I would consider purchasing products from this hypermarket that supports a social cause in order to provide help to the cause. 1 2 3 4 5 6 7 4 It is likely that I would contribute to this hypermarket’s campaign of “supporting underprivileged individuals’ by buying most of my groceries from this hypermarket. 1 2 3 4 5 6 7

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Strongly Disagree (SD) Disagree Somewhat Disagree Neutral (N) Somewhat Agree Agree Strongly Agree (SA) 1 2 3 4 5 6 7

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No. Items SD N SA 1 I like the idea of buying products from a hypermarket which donates part of its profits to a social cause or NGO. 1 2 3 4 5 6 7 2 I am willing to pay more for a product from a hypermarket if the hypermarket is donating part of the profits to a social cause. 1 2 3 4 5 6 7 3 If a hypermarket is donating part of its profits to a social cause, then I am more likely to buy its products. 1 2 3 4 5 6 7 4 Hypermarkets that advertise that they are donating part of their profits to a social cause are good corporate citizens. 1 2 3 4 5 6 7 B: Subjective Norms No. Items SD N SA 1 The trend of purchasing products from a hypermarket that supports a social cause among people around me is increasing. 1 2 3 4 5 6 7 2 People around me generally believe that it is a good idea to purchase products from a hypermarket that supports a social cause. 1 2 3 4 5 6 7 3 My close friends and family members would appreciate it if I purchased products from a hypermarket that supports a social cause. 1 2 3 4 5 6 7 4 I would get all the required support (money, time, related information) from friends and family to purchase products from a hypermarket that supports a social cause. 1 2 3 4 5 6 7 C: Perceived Behavioural Control No. Items SD N SA 1 I can make the decision independently to purchase products from a hypermarket that supports a social cause. 1 2 3 4 5 6 7 2 I have the financial capability to purchase products from a hypermarket that supports a social cause. 1 2 3 4 5 6 7 3 I have the time to go and purchase products from a hypermarket that supports a social cause. 1 2 3 4 5 6 7 4 I have complete information and awareness regarding where to purchase products from a hypermarket that supports a social cause. 1 2 3 4 5 6 7 5 Products from a hypermarket that supports a social cause are readily available in the location where I reside. 1 2 3 4 5 6 7

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No. Items SD N SA 1 I would recommend this hypermarket that “supports underprivileged individuals” to someone who seeks my advice. 1 2 3 4 5 6 7 2 I would say positive things about this hypermarket that “supports underprivileged individuals” to other people. 1 2 3 4 5 6 7 3 I would encourage friends and relatives to shop at this hypermarket that “supports underprivileged individuals”. 1 2 3 4 5 6 7 4 I will continue to shop at this hypermarket that “supports underprivileged individuals” in the future. 1 2 3 4 5 6 7

Contribution	Kay Tze Hong	Siew Imm Ng	Raja Nerina Raja Yusof	Shivee Ranjanee Kaliappan
1. Definition of research problem	√	√	√	√
2. Development of hypotheses or research questions (empirical studies)	√	√		√
3. Development of theoretical propositions (theoretical work)	√	√
4. Theoretical foundation/Literature review	√
5. Definition of methodological procedures	√	√	√
6. Data collection	√
7. Statistical analysis	√
8. Analysis and interpretation of data	√
9. Critical revision of the manuscript		√	√	√
10. Manuscript writing	√	√
11. Other (please specify which)

Construct	Sample Items		Authors
Altruistic Firm Motives	AFM1	Pure (Sincere)	Six items from Folse, Niedrich and Grau (2010Folse, J. A. G., Niedrich, R. W., & Grau, S. L. (2010). Cause-relating marketing: The effects of purchase quantity and firm donation amount on consumer inferences and participation intentions. Journal of Retailing, 86(4), 295-309.)
Altruistic Firm Motives	AFM2	Unselfish
Consumer-Company Identification	CCI1	This hypermarket’s principle is similar to my values.	Six items from Mael and Ashforth (1992Mael, F., & Ashforth, B. E. (1992). Alumni and their alma mater: A partial test of the reformulated model of organizational identification. Journal of organizational Behavior, 13(2), 103-123.)and Wu and Tsai (2008Wu, W. Y., & Tsai, C. H. (2008). The empirical study of CRM: Consumer-company identification and purchase intention in the direct selling industry. International Journal of Commerce and Management, 17(3), 194-210.)
Consumer-Company Identification	CCI2	When someone praises this hypermarket, it feels like a personal compliment.
Perceived CSR Image	CSRI1	I think this hypermarket has a legitimate (genuine/sincere) interest in this cause.	Five items from Folse et al. (2010Folse, J. A. G., Niedrich, R. W., & Grau, S. L. (2010). Cause-relating marketing: The effects of purchase quantity and firm donation amount on consumer inferences and participation intentions. Journal of Retailing, 86(4), 295-309.)
Perceived CSR Image	CSRI2	This hypermarket is socially responsible.
Perceived Company-Cause Fit	CCF1	The “supporting underprivileged individuals” cause implemented by this hypermarket fits with the nature of its business.	Three items from Ellen, Webb and Mohr (2006Ellen, P. S., Webb, D. J., & Mohr, L. A. (2006). Building corporate associations: Consumer attributions for corporate socially responsible programs. Journal of the Academy of Marketing Science, 34(2), 147-157.)
Perceived Company-Cause Fit	CCF2	The “supporting underprivileged individuals” cause implemented by this hypermarket is relevant to its business.
Attitude	ATT1	I like the idea of buying products from a hypermarket which donates part of its profits to a social cause or NGO.	Four items from Kropp, Holden and Lavack (1999Kropp, F., Holden, S. J., & Lavack, A. M. (1999). Cause-related marketing and values in Australia. International Journal of Nonprofit and Voluntary Sector Marketing, 4(1), 69-80.)
Attitude	ATT2	I am willing to pay more for a product from a hypermarket if the hypermarket is donating part of the profits to a social cause.
Subjective Norm	SN1	The trend of purchasing products from a hypermarket that supports a social cause among people around me is increasing.	Four items from Al-Swidi, Mohammed Rafiul Huque, Haroon Hafeez and Noor Mohd Shariff (2014Al-Swidi, A., Mohammed Rafiul Huque, S., Haroon Hafeez, M., & Noor Mohd Shariff, M. (2014). The role of subjective norms in theory of planned behavior in the context of organic food consumption. British Food Journal, 116(10), 1561-1580.)
Subjective Norm	SN2	People around me generally believe that it is a good idea to purchase products from a hypermarket that supports a social cause.
Perceived Behavioural Control	PBC1	I can make the decision independently to purchase products from a hypermarket that supports a social cause.	Five items from Al-Swidi et al. (2014Al-Swidi, A., Mohammed Rafiul Huque, S., Haroon Hafeez, M., & Noor Mohd Shariff, M. (2014). The role of subjective norms in theory of planned behavior in the context of organic food consumption. British Food Journal, 116(10), 1561-1580.)
Perceived Behavioural Control	PBC2	I have the financial capability to purchase products from a hypermarket that supports a social cause.
CRM Participation Intention	CRMPI1	I think this hypermarket’s campaign for “supporting underprivileged individuals’ is a good idea.	Four items from Folse et al. (2010Folse, J. A. G., Niedrich, R. W., & Grau, S. L. (2010). Cause-relating marketing: The effects of purchase quantity and firm donation amount on consumer inferences and participation intentions. Journal of Retailing, 86(4), 295-309.)
CRM Participation Intention	CRMPI2	I would be willing to participate in this hypermarket’s campaign for “supporting underprivileged individuals” by buying most of my groceries from this hypermarket.
Hypermarket Visit Intention	HVI1	I would recommend this hypermarket that “supports underprivileged individuals” to someone who seeks my advice.	Four items from Grewal, Baker and Voss (2003Grewal, D., Baker, J., Levy, M., & Voss, G. B. (2003). The effects of wait expectations and store atmosphere evaluations on patronage intentions in service-intensive retail stores. Journal of retailing, 79(4), 259-268.), Olorunniwo, Hsu and Udo (2006Olorunniwo, F., Hsu, M. K., & Udo, G. J. (2006). Service quality, customer satisfaction, and behavioral intentions in the service factory. Journal of Services Marketing, 20(1), 59-72.)
Hypermarket Visit Intention	HVI2	I would say positive things about this hypermarket that “supports underprivileged individuals” to other people.

Construct/Indicator	Loading	Composite reliability (CR)	Cronbach’s alpha	Average variance extracted (AVE)
Altruistic Firm Motives		0.914	0.888	0.640
AFM1	0.793
AFM2	0.814
AFM3	0.851
AFM4	0.787
AFM5	0.773
AFM6	0.777
Consumer-Company Identification		0.910	0.884	0.628
CCI1	0.728
CCI2	0.829
CCI3	0.792
CCI4	0.817
CCI5	0.825
CCI6	0.760
Perceived CSR Image		0.925	0.898	0.712
CSRI1	0.834
CSRI2	0.868
CSRI3	0.875
CSRI4	0.866
CSRI5	0.770
Perceived Company-Cause Fit		0.921	0.871	0.795
CCF1	0.890
CCF2	0.905
CCF3	0.880
Attitude		0.887	0.829	0.665
ATT1	0.801
ATT2	0.702
ATT3	0.897
ATT4	0.850
Subjective Norm		0.926	0.893	0.757
SN1	0.843
SN2	0.872
SN3	0.893
SN4	0.870
Perceived Behavioural Control		0.900	0.862	0.644
PBC1	0.834
PBC2	0.849
PBC3	0.845
PBC4	0.771
PBC5	0.704
CRM Participation Intention		0.924	0.889	0.753
CRMPI1	0.792
CRMPI2	0.877
CRMPI3	0.911
CRMPI4	0.885
Hypermarket Visit Intention		0.952	0.932	0.831
HVI1	0.906
HVI2	0.908
HVI3	0.925
HVI4	0.907

	ATT	CRMPI	CSRI	CCF	CCI	AFM	PBC	SN	HVI
ATT	0,816
CRMPI	0,696	0,868
CSRI	0,559	0,549	0,844
CCF	0,522	0,531	0,632	0,892
CCI	0,457	0,488	0,591	0,607	0,793
AFM	0,493	0,498	0,777	0,573	0,529	0,800
PBC	0,672	0,588	0,517	0,493	0,488	0,448	0,802
SN	0,632	0,521	0,516	0,553	0,582	0,456	0,611	0,870
HVI	0,682	0,641	0,469	0,441	0,376	0,422	0,586	0,484	0,912

				Skewness		Kurtosis
No.	Constructs	Mean	Standard Deviation	Statistic	Std. Error	Statistic	Std. Error
1	Altruistic Firm Motives	5.186	0.863	-0.136	0.114	-0.371	0.227
2	Consumer-Company Identification	4.698	0.991	-0.563	0.114	0.504	0.227
3	Perceived CSR Image	5.110	0.945	-0.439	0.114	0.352	0.227
4	Perceived Company-Cause Fit	5.011	0.922	-0.078	0.114	0.042	0.227
5	Attitude	5.302	0.932	-0.442	0.114	0.612	0.227
6	Subjective Norm	5.019	0.983	-0.415	0.114	0.253	0.227
7	Perceived Behavioural Control	5.175	0.919	-0.624	0.114	1.105	0.227
8	CRM Participation Intention	5.347	0.960	-0.622	0.114	0.703	0.227
9	Hypermarket Visit Intention	5.390	0.952	-0.632	0.114	1.308	0.227

Hypothesis	Relationships	Standard Beta	Standard Deviation	t-value	Decision	R2	f2	Q2
H1	AFM ⇨ ATT	0,083	0,072	1,156	Not Supported	0,369	0,004	0,241
H2	CCI ⇨ ATT	0,103	0,058	1,773*	Supported		0,009
H3	CSRI ⇨ ATT	0,288	0,075	3,868**	Supported		0,043
H4	CCF ⇨ ATT	0,229	0,063	3,661**	Supported		0,042
H5	ATT ⇨ CRMPI	0,519	0,053	9,827**	Supported	0,514	0,261	0,382
H6	SN ⇨ CRMPI	0,075	0,059	1,269	Not Supported		0,006
H7	PBC ⇨ CRMPI	0,194	0,059	3,281**	Supported		0,038
H8	CRMPI ⇨ HVI	0,641	0,043	14,847**	Supported	0,410	0,696	0,339

	Levene’s Test for Equality of Variance
		F	Sig.	t	df	Sig. (2-tailed)
Hypermarket Visit Intention	Equal Variance Assumed	0.653	0.419	0.548	456	0.584
	Equal Variance not Assumed			0.541	389.006	0.589
CRM Participation Intention	Equal Variance Assumed	0.857	0.355	-0.236	456	0.814
	Equal Variance not Assumed			-0.233	391.751	0.816

	Groups	n	Mean	SD	F	Sig.
Hypermarket Visit Intention	SPM or lower	118	5.218	0.944	2.312	0.075
	Diploma	81	5.324	1.075
	Bachelor Degree	220	5.488	0.904
	Master Degree and above	41	5.481	0.931
CRM Participation Intention	SPM or lower	118	5.389	0.953	1.135	0.335
	Diploma	81	5.286	1.015
	Bachelor Degree	220	5.281	0.991
	Master Degree and above	41	5.427	0.930

	Groups	n	Mean	SD	F	Sig.
Hypermarket Visit Intention	Below RM2000	48	5.396	1.041	1.009	0.428
	RM2000 - RM4000	149	5.270	0.991
	RM4001 - RM6000	130	5.387	0.971
	RM6001 - RM8000	55	5.423	0.863
	RM8001 - RM10000	30	5.431	0.945
	RM10001 - RM12000	20	5.842	0.737
	RM12001 - RM14000	9	5.563	0.788
	RM14001 - RM16000	7	5.625	0.542
	RM16001 or above	12	5.636	0.918
CRM Participation Intention	Below RM2000	48	5.388	0.956	2.400	0.015
	RM2000 - RM4000	149	5.578	1.006
	RM4001 - RM6000	130	5.237	1.000
	RM6001 - RM8000	55	5.342	0.933
	RM8001 - RM10000	30	5.177	0.980
	RM10001 - RM12000	20	5.3276	0.68499
	RM12001 - RM14000	9	5.8816	0.91806
	RM14001 - RM16000	7	6.1563	0.46170
	RM16001 or above	12	5.4167	0.87560

Strongly Disagree (SD)	Disagree	Somewhat Disagree	Neutral (N)	Somewhat Agree	Agree	Strongly Agree (SA)
1	2	3	4	5	6	7

No.	Items	SD			N			SA
1	Pure (Sincere)	1	2	3	4	5	6	7
2	Unselfish	1	2	3	4	5	6	7
3	Caring	1	2	3	4	5	6	7
4	Society serving	1	2	3	4	5	6	7
5	Involved	1	2	3	4	5	6	7
6	Proactive	1	2	3	4	5	6	7

No.	Items	SD			N			SA
1	I think this hypermarket has a legitimate (genuine/sincere) interest in this cause.	1	2	3	4	5	6	7
2	This hypermarket is socially responsible.	1	2	3	4	5	6	7
3	This hypermarket is a good corporate citizen.	1	2	3	4	5	6	7
4	Helping others appears to be important to this hypermarket.	1	2	3	4	5	6	7
5	This promotion benefits “underprivileged individuals” more than it benefits this hypermarket.	1	2	3	4	5	6	7
C: Consumer-Company Identification (CCI)
No.	Items	SD			N			SA
1	This hypermarket’s principle is similar to my values.	1	2	3	4	5	6	7
2	When someone praises this hypermarket, it feels like a personal compliment.	1	2	3	4	5	6	7
3	When someone criticizes this hypermarket, it feels like a personal insult.	1	2	3	4	5	6	7
4	I am very interested in what others think about this hypermarket.	1	2	3	4	5	6	7
5	I am concerned about the related information and development of this hypermarket.	1	2	3	4	5	6	7
6	I will spread positive information on this hypermarket to others.	1	2	3	4	5	6	7
D: Perceived Company-Cause Fit
No.	Items	SD			N			SA
1	The “supporting underprivileged individuals” cause implemented by this hypermarket fits with the nature of its business.	1	2	3	4	5	6	7
2	The “supporting underprivileged individuals” cause implemented by this hypermarket is relevant to its business.	1	2	3	4	5	6	7
3	The “supporting underprivileged individuals” cause implemented by this hypermarket is appropriate for its brand image.	1	2	3	4	5	6	7
E: Intention to Participate in Cause-Related Marketing Campaign
No.	Items	SD			N			SA
1	I think this hypermarket’s campaign of “supporting underprivileged individuals’ is a good idea.	1	2	3	4	5	6	7
2	I would be willing to participate in this hypermarket’s campaign of “supporting underprivileged individuals” by buying most of my groceries from this hypermarket.	1	2	3	4	5	6	7
3	I would consider purchasing products from this hypermarket that supports a social cause in order to provide help to the cause.	1	2	3	4	5	6	7
4	It is likely that I would contribute to this hypermarket’s campaign of “supporting underprivileged individuals’ by buying most of my groceries from this hypermarket.	1	2	3	4	5	6	7

Strongly Disagree (SD)	Disagree	Somewhat Disagree	Neutral (N)	Somewhat Agree	Agree	Strongly Agree (SA)
1	2	3	4	5	6	7

No.	Items	SD			N			SA
1	I like the idea of buying products from a hypermarket which donates part of its profits to a social cause or NGO.	1	2	3	4	5	6	7
2	I am willing to pay more for a product from a hypermarket if the hypermarket is donating part of the profits to a social cause.	1	2	3	4	5	6	7
3	If a hypermarket is donating part of its profits to a social cause, then I am more likely to buy its products.	1	2	3	4	5	6	7
4	Hypermarkets that advertise that they are donating part of their profits to a social cause are good corporate citizens.	1	2	3	4	5	6	7
B: Subjective Norms
No.	Items	SD			N			SA
1	The trend of purchasing products from a hypermarket that supports a social cause among people around me is increasing.	1	2	3	4	5	6	7
2	People around me generally believe that it is a good idea to purchase products from a hypermarket that supports a social cause.	1	2	3	4	5	6	7
3	My close friends and family members would appreciate it if I purchased products from a hypermarket that supports a social cause.	1	2	3	4	5	6	7
4	I would get all the required support (money, time, related information) from friends and family to purchase products from a hypermarket that supports a social cause.	1	2	3	4	5	6	7
C: Perceived Behavioural Control
No.	Items	SD			N			SA
1	I can make the decision independently to purchase products from a hypermarket that supports a social cause.	1	2	3	4	5	6	7
2	I have the financial capability to purchase products from a hypermarket that supports a social cause.	1	2	3	4	5	6	7
3	I have the time to go and purchase products from a hypermarket that supports a social cause.	1	2	3	4	5	6	7
4	I have complete information and awareness regarding where to purchase products from a hypermarket that supports a social cause.	1	2	3	4	5	6	7
5	Products from a hypermarket that supports a social cause are readily available in the location where I reside.	1	2	3	4	5	6	7

No.	Items	SD			N			SA
1	I would recommend this hypermarket that “supports underprivileged individuals” to someone who seeks my advice.	1	2	3	4	5	6	7
2	I would say positive things about this hypermarket that “supports underprivileged individuals” to other people.	1	2	3	4	5	6	7
3	I would encourage friends and relatives to shop at this hypermarket that “supports underprivileged individuals”.	1	2	3	4	5	6	7
4	I will continue to shop at this hypermarket that “supports underprivileged individuals” in the future.	1	2	3	4	5	6	7

[1] 1
. [Kay Tze Hong, Doctor of Philosophy in Business Economics, University Putra Malaysia, Serdang, Malaysia. E-mail: hongkaytze@gmail.com]

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Increasing Consumers’ Hypermarket Visit Intention through Cause-Related Marketing: A Perspective from the Theory of Planned Behaviour

Abstract

Purpose:

Design/methodology/approach:

Findings:

Originality/value: