Beyond cultural borders: self‐construal, religiosity and consumer response to cause‐related marketing

Ndasi, WN ORCID: https://orcid.org/0000-0002-2523-0991 and Adedoyin, F, 2026. Beyond cultural borders: self‐construal, religiosity and consumer response to cause‐related marketing. International Journal of Consumer Studies, 50 (1): e70151. ISSN 1470-6423

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Abstract

This study examines how self-construal and intrinsic religiosity influence consumer attitudes towards cause-related marketing (CRM) in Nigeria and the United Kingdom. Guided by regulatory focus and self-signalling theory, the research tests whether independent and interdependent self-construals predict CRM attitudes, and whether intrinsic religiosity moderates these effects. A cross-national scenario-based survey (N = 810) used standardised CRM scenarios, with structural equation modelling (SEM) to analyse the data. Independent self-construal predicted positive CRM attitudes in both countries. Interdependent self-construal was significant only in Nigeria. CRM attitudes strongly predicted willingness to pay (WTP) in both contexts. Religiosity moderated the relationship between self-construal and CRM attitudes, strengthening the effect of interdependence in Nigeria and independence in the United Kingdom. The findings highlight the role of psychological and cultural variables in shaping CRM response and inform strategy beyond national-level generalisations.

Item Type:	Journal article
Publication Title:	International Journal of Consumer Studies
Creators:	Ndasi, W.N. and Adedoyin, F.
Publisher:	Wiley
Date:	January 2026
Volume:	50
Number:	1
ISSN:	1470-6423
Identifiers:	Number Type 10.1111/ijcs.70151 DOI 2545151 Other
Rights:	© 2025 The Author(s). International Journal of Consumer Studies published by John Wiley & Sons Ltd. This is an open access article under the terms of the Creative Commons Attribution License (http://creativecommons.org/licenses/by/4.0/), which permits use, distribution and reproduction in any medium, provided the original work is properly cited.
Divisions:	Schools > Nottingham Business School
Record created by:	Laura Borcherds
Date Added:	12 Dec 2025 16:26
Last Modified:	12 Dec 2025 16:26
URI:	https://irep.ntu.ac.uk/id/eprint/54870

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