Cause-related marketing (CRM) refers to charitable donation contingent on consumer purchase of a product by supporting a specific cause that is linked to a non-profit organization (NPO). The present research examines the influence of consumer psychographic traits on trust in CRM campaign and its resulting impact on intention to donate money to NPO. The results indicate that collectivism and hedonism have positive effect on trust in CRM campaign, but individualism and utilitarianism have negative effect on trust in CRM campaign. Moreover, the result shows that trust in the CRM campaign had significant positive effect on donation intentions. We further have investigated the role of cognitive process and demonstrated the moderating effect of creativity on the impact of trust in CRM campaign and donation intentions, such that the higher level of creativity led to higher level of donation intentions, if consumers have trust in CRM campaign. This research offers marketers and advertising professionals’ practical insights to design effective CRM campaigns. Additionally, it assists NPO managers to understand the crucial role of trust and creativity in CRM campaigns and its positive impact on donation intentions. Academic and managerial implications of this research study along with future directions are discussed.

与因果相关的营销（CRM）是指通过支持与非营利组织（NPO）相关的特定原因而取决于消费者购买产品的慈善捐赠。本研究调查了消费者心理特征对CRM活动信任的影响及其对捐赠给NPO的意图的影响。结果表明，集体主义和享乐主义对CRM活动的信任有积极影响，而个人主义和功利主义对CRM活动的信任有不利影响。此外，结果表明，对CRM活动的信任对捐赠意图具有显着的积极影响。我们进一步调查了认知过程的作用，并证明了创造力对CRM活动和捐赠意图中信任的影响的调节作用，如果消费者对CRM活动有信任，那么较高的创造力会导致较高的捐赠意向。这项研究为营销人员和广告专业人士提供了实用的见识，以设计有效的CRM活动。此外，它还帮助NPO经理了解信任和创造力在CRM活动中的关键作用及其对捐赠意图的积极影响。讨论了这项研究的学术和管理意义以及未来的方向。它帮助NPO经理了解信任和创造力在CRM活动中的关键作用及其对捐赠意图的积极影响。讨论了这项研究的学术和管理意义以及未来的方向。它帮助NPO经理了解信任和创造力在CRM活动中的关键作用及其对捐赠意图的积极影响。讨论了这项研究的学术和管理意义以及未来的方向。