This study tests the impact of scepticism about cause-related marketing (CrM) campaigns and its impact on audiences’ behavioural intention to donating for a cause being endorsed by nonprofit organizations (NPOs). To attain the above objective, the present study investigates how religiosity moderates the above relationship in developing markets such as India, which has so far remained under-explored. This study is based on examining the impact of the two main elements of audiences’ scepticism about CrM: the effect of the reputation of the NPO on audiences’ scepticism and the fit between the audiences’ and the NPO and their behavioural intentions to donate to the cause. This quantitative research was carried out by surveying 600 respondents using a convenience sample technique. Data were analysed using structural equation modelling (SEM). The findings suggest that religiosity impacts the outcomes of CrM campaigns, as it acts as a moderator of the relationship between scepticism and behavioural intention. This study contributes at the theoretical level by developing a conceptual framework that links scepticism and religiosity to behavioural intentions. This study also provides crucial directions to practitioners in terms of effectively designing CrM campaigns to influence behavioural intention by reducing scepticism.

这项研究测试了对与因果相关的营销（CrM）活动的怀疑的影响，以及其对受众为非营利组织（NPO）认可的原因而捐赠的行为意图的影响。为了实现上述目标，本研究调查了宗教信仰如何在诸如印度这样的发展中市场上缓和了上述关系，而印度迄今仍未得到充分的研究。这项研究基于考察观众对CrM的怀疑的两个主要因素的影响：非营利组织的声誉对观众的怀疑的影响以及观众与非营利组织之间的契合度以及他们捐赠给消费者的行为意图。原因。这项定量研究是通过使用便利样本技术对600名受访者进行调查而进行的。使用结构方程模型（SEM）分析数据。研究结果表明，宗教信仰会影响CrM运动的结果，因为它充当了怀疑论与行为意图之间关系的调节者。这项研究通过建立将怀疑论和宗教信仰与行为意图联系起来的概念框架，在理论上做出了贡献。这项研究还为从业者提供了有效设计CrM活动以通过减少怀疑主义来影响行为意图的关键方向。