Development and Initial Validation of a Theory of Planned Behavior Questionnaire- Assessment of Purchase Intentions Towards Products Associated with CRM Campaign

Abstract

In recent years, increasing social awareness and ethical concerns among consumers have significantly influenced marketing strategies adopted by organizations. Consumers today are not only motivated by functional benefits such as price and quality but are also increasingly attentive to the social and moral implications of their purchasing decisions. As a result, cause-related marketing (CRM) has emerged as a prominent strategy that integrates corporate objectives with social responsibility by linking product purchases to charitable or social causes. Despite the growing adoption of CRM campaigns by organizations, consumer responses toward such initiatives remain complex and require deeper empirical investigation. he Theory of Planned Behavior (TPB) provides a well-established theoretical framework for understanding how beliefs and perceptions influence individual intentions and actual behavior. TPB proposes that behavioral beliefs, perceived behavioral control, and intentions collectively shape consumer decision-making. Although prior studies have applied TPB in various ethical and socially responsible consumption contexts, limited research has focused on developing and validating a TPB-based measurement instrument specifically tailored to assess purchase intentions toward products associated with CRM campaigns. This gap highlights the need for a context-specific questionnaire that can reliably capture consumer perceptions and behavioral responses in CRM settings. The primary objective of this study is to develop and initially validate a Theory of Planned Behavior–based questionnaire to assess purchase intentions toward products associated with cause-related marketing campaigns. Specifically, the study examines the relationships among behavioral beliefs, perceived behavioral control, purchase intention, and purchase behavior within a CRM context. The research aims to provide empirical evidence on how consumers’ beliefs and perceived control influence their intentions and actual purchasing behavior toward cause-linked products. A quantitative research design was employed to achieve the objectives of the study. Primary data were collected using a structured questionnaire adapted from validated scales in prior literature and modified to suit the CRM context. The questionnaire utilized a five-point Likert scale to measure respondents’ perceptions of the study variables. Data were collected from a sample of 250 respondents who had exposure to cause-related marketing campaigns. A convenience sampling technique was used due to time and accessibility constraints, which is consistent with similar MBA-level behavioral research studies. The collected data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) through SmartPLS software. PLS-SEM was selected due to its suitability for predictive research models, moderate sample sizes, and complex relationships among constructs. The data analysis involved a two-stage approach, including measurement model assessment and structural model evaluation. Reliability and validity were assessed using indicator loadings, composite reliability, average variance extracted, and discriminant validity measures. The structural model was evaluated using path coefficients, coefficient of determination (R²), effect sizes, and hypothesis testing through bootstrapping procedures. The findings of the study indicate that behavioral beliefs have a significant impact on perceived behavioral control toward products associated with CRM campaigns. This suggests that consumers who believe their purchases contribute positively to social causes feel more confident and capable of engaging in such purchasing behavior. Furthermore, perceived behavioral control was found to have a significant influence on purchase intention, highlighting the importance of minimizing barriers related to affordability, accessibility, and convenience. The results also demonstrate that purchase intention significantly affects actual purchase behavior, confirming the central assumption of the Theory of Planned Behavior that intention is a key predictor of behavior. Overall, the study provides empirical support for the applicability of the Theory of Planned Behavior in explaining consumer responses to cause-related marketing campaigns. The development and initial validation of a TPB-based questionnaire contribute to the existing literature by offering a reliable measurement instrument for future CRM-related research. From a practical perspective, the findings offer valuable insights for marketers and organizations seeking to design effective CRM campaigns by strengthening consumers’ beliefs and perceived control. The study concludes by highlighting its limitations and suggesting directions for future research, including the incorporation of additional variables and the use of longitudinal research designs to further explore consumer behavior in socially responsible consumption contexts.

Keywords: Artificial Intelligence, Academic Libraries, AI-Driven Services, Library Automation, Information Services, User Satisfaction, Emerging Technologies, Digital Libraries, Technology Adoption, Pakistan.