This study aims to explore millennial consumers’ intention to participate in cause-related marketing (CrM) campaigns. Building upon the previous literature on CrM, the authors outline six determinants of consumers’ intention to purchase products involved with CrM campaigns. Taking into consideration these determinants, the conceptual model was tested using SPSS and SmartPLS software. This study's findings based on the 229 millennials reveal that the company’s perceived motivation, brand–cause fit, consumer-cause identification, type of product, and frame of donation were relevant when it came to purchasing intention of products under CrM campaigns. These results reinforce the findings from previous literature and provide more specific information on the millennial generation. The current findings are useful for companies to develop better cause-related marketing campaigns targeted at this specific group of consumers. To reach the consumer more successfully, it was proved that absolute values provided to the cause are impactful in donators/clients’ perception of the campaign and purchase intention of the products associated.

这项研究旨在探讨千禧一代消费者参与与因果相关的营销（CrM）活动的意图。在先前关于CrM的文献的基础上，作者概述了消费者购买CrM活动所涉及产品的意图的六个决定因素。考虑到这些决定因素，使用SPSS和SmartPLS软件对概念模型进行了测试。该研究基于229个千禧一代的发现表明，在CrM活动下，公司的动机，品牌因果关系，消费者因果关系识别，产品类型和捐赠框架与购买意向有关。这些结果加强了以前文献的发现，并提供了有关千禧一代的更具体的信息。当前的发现对于公司针对此特定消费者群体开展更好的与因果相关的营销活动很有用。为了更成功地吸引消费者，事实证明，提供给公益事业的绝对价值会影响捐赠者/客户对活动的认知以及相关产品的购买意图。