Published Paper Details:

In the context of eco-friendly products and green efforts, cause-related marketing (CRM) has become a key strategic instrument that connects consumer purchasing behaviour with business social responsibility. The current study aims to identify the awareness and attitude of youth towards green consumables, along with identifying the most preferred causes, taking into consideration, while making such a choice. The results show that customers have a comparatively high awareness of eco-friendly items and a strong preference for companies that actively promote environmental reasons. Particularly among Gen Z and teenagers, consumers exhibit increased awareness of environmental issues and favourable attitudes toward cause-related marketing campaigns. This group exhibits a greater inclination for goods that support social issues, sustainability, and environmental preservation, suggesting that cause-related weighting is a significant factor if its associates with child education and women's welfare, mostly in influencing their purchasing decisions.