Cause-related marketing (CrM) studies oftentimes use a narrow definition that describes CrM from a for-profit corporate perspective (e.g., Chang and Chu 2020; Neel Das et al. 2020; Varadarajan and Menon 1988). For example, Varadarajan and Menon (1988) define CrM as “the firm’s contribution to a designated cause being linked to customers’ engaging in revenue-producing transactions with the firm (exchange of goods and services for money)” (p. 60). In other words, when a customer purchases a product or uses a service, x percent of the price will be donated to a nonprofit organization or to a specific project/cause. Based on this definition, marketing researchers have analyzed customer attitudes and behaviors towards CrM (Barone et al. 2007; Krishna 2011), and/or firms’ revenue or image effects from CrM campaigns (Adkins 1999; Chang and Chu 2020).