۱٫ Introduction

۲٫ Theoretical framework

۳٫ Research methodology

۴٫ Findings

۵٫ Discussion and conclusion

References

The main aim of this article is to develop a new approach to Cause Related Marketing (CRM) that shows the use of the innovative potential of prosumption through crowdsourcing practices to contribute to CRM campaigns. The article focuses on consumers’ attitudes towards CRM and aspects of their involvement in the CRM creation. Research results show that young consumers in the Polish market connote CRM positively, but they are bored with existing CRM programs and assess them as uninteresting. The test results showed the desire of consumers to share knowledge with companies but, as it comes about the involvement, young people do not show much interest.

Introduction

The challenges of sustainable development, globalization, permanent competition and changes in consumer behavior according to Bednarova et al. (2015) mean that companies are seeking more and more innovative and effective approaches to marketing. In recent years, Cause Related Marketing (CRM) has become an increasingly strategic tool used in marketing companies. Companies using the knowledge, creativity and willingness to engage consumers can open up and develop strategies to contribute CRM through the crowdsourcing practice. Consumers are no longer passive recipients of marketing messages, but they become active participants who use modern forms of communication, observe and evaluate the activities of companies and share their knowledge in order to contribute to the creation of new business solutions and business development. The study is interdisciplinary. It contributes to a widening of the current state of knowledge and allows companies to have a critical look at the consequences of the current practice and the development of solutions for CRM effectiveness. The prosumption concept is the perfect complement to the traditional approach to create a CRM campaign. The main purpose of this article is to develop a new enriched approach to CRM that shows the use of the innovative potential of prosumption through the practice of crowdsourcing to contribute to the CRM campaigns. The article focuses on consumers’ attitudes to CRM and aspects relating to their involvement in the development of CRM.