Cause Involvement

What it measures

A four-item scale measuring the personal relevance and importance of supporting a specific social cause to a consumer. Items assess the cause's importance, personal relevance, meaningfulness, and the degree to which it matters to the respondent. A blank in each item should be replaced with the focal cause. Developed for cause-related marketing research, the scale captures involvement at the cause level — how personally invested the consumer is in the cause itself — rather than involvement with a specific charity or brand partner.

Representative items

• Supporting _____ is a very important cause to me.
• Supporting _____ is personally relevant to me.
• Supporting _____ means a lot to me.

Citation

Kim, Soyoung and Jiyoung Han (2020). Consumer persuasion through fair-trade advertising. Journal of Business Ethics, 164(2), 231–249.