Sustainable Relationship Management in Food and Beverage Enterprises: Exploring Cause-Related Marketing and Consumer Psychology

This study investigates how cause-related marketing (CRM) contributes to sustainable relationship management in the food and beverage (F&B) industry by integrating perceived CRM, psychological distance, relationship quality, and customer involvement. It explores how socially responsible initiatives enhance customer trust and loyalty while addressing evolving consumer expectations for ethical and sustainable practices. Based on 400 valid responses from chain and independent restaurants in Taipei, structural equation modeling was used to test the proposed framework. The results indicate that CRM significantly improves relationship quality, with customer involvement amplifying this relationship. Moreover, shorter psychological distance further strengthens the effects of CRM on relationship outcomes. The findings highlight CRM as an effective strategic tool for promoting sustainable customer engagement, reinforcing brand authenticity, and achieving long-term competitive advantage in the hospitality and tourism sectors.