This research considers the impact of donation size, in relation to Cause-Related Marketing (CRM) practices, on purchase intention. More specifically, it aims to understand the ethical behaviour of consumers, while introducing diametrically opposed feelings, scepticism and warm glow. A quantitative study based on experimentation was conducted and online self-managed questionnaires were handed to 300 Internet users. The results of this research show that the size of the donation does not directly contribute to the purchase intention, but it rather provokes scepticism in the case of a highly-sized donation. The latter directly and negatively influences the warm glow which in its turn positively affects the intention to buy non-profit products. This research helps advertisers to convey positive, clear and unexaggerated advertising messages about the size of the donation, to avoid consumers’ disruption, doubts and incredulity. This research provides insights into cause-related marketing phenomenon while simultaneously taking into account positive reactions (warm glow) and negative reactions (scepticism) in the research cultures of the Arab world, where the research is sporadic and unavailable.

这项研究考虑了与因果相关营销（CRM）做法有关的捐赠规模对购买意愿的影响。更具体地说，它旨在了解消费者的道德行为，同时引入截然相反的感觉，怀疑和温暖的气氛。进行了基于实验的定量研究，并将在线自我管理调查表分发给了300位互联网用户。这项研究的结果表明，捐赠的规模并没有直接影响购买意向，但是，在捐赠规模很大的情况下，它引起了人们的怀疑。后者直接和负面地影响温暖的光芒，进而正面地影响购买非营利产品的意图。这项研究可帮助广告客户传达积极的，关于捐赠金额的清晰，毫不夸张的广告信息，以避免消费者的干扰，怀疑和怀疑。这项研究提供了与原因相关的营销现象的见解，同时还考虑了阿拉伯世界研究文化中的积极反应（温暖的光辉）和消极反应（怀疑主义），在阿拉伯世界，该研究是零散的且不可用的。