Understanding consumer responses to retailers' cause related voucher schemes

Purpose – The purpose of this paper is to present and test a conceptual model for understanding consumer responses to cause related voucher schemes (CRVS), considering the initiatives of two UK-based grocery retailers (Tesco and Morrisons). Design/methodology/approach – The conceptual model incorporates six theoretically derived exogenous constructs, i.e. status of the cause, company-cause fit, personal involvement with the cause, attitudes to...