When good meets fashion brand: from cause-related marketing to Gen Z loyalty

The world is witnessing new emerging consumption trends among upcoming generations pushing companies to adopt prosocial behavior in their strategies. Thereby, Cause-related marketing (CrM) has emerged as a solution to do good while making profitability. Such a strategy has gained a noteworthy place among consumers. It is likely to make them satisfied with their consumption and loyal to brands engaged in CrM actions. The aim of this study is to investigate the impact of CrM and satisfaction on the Generation Z loyalty toward fashion clothes. This research proposes a theoretical model integrating CrM, satisfaction, and loyalty toward fashion clothing. Studying this model within the apparel industry among Generation Z is considered a novel and innovative approach in CrM literature. A quantitative study was conducted with 252 Generation Z respondents to validate the conceptual framework. Data from online survey were analysed with exploratory and confirmatory analyses, before using the structural equation modeling. The results showed that there is a positive link between CrM and satisfaction as well as satisfaction and loyalty. Contrary to expectation, CrM does not have a direct impact on loyalty. Also, the mediating effect of satisfaction was highlighted. These findings have paved a way for offering helpful recommendations to executives of fashion brands supporting a cause. Finally, the contribution of this study lies in proposing a pioneering model that combines CrM with relational variables in the apparel industry. This provides significant insights into developing satisfactory and durable relationships with Generation Z, considered a valuable asset for this market.