Cause-related marketing (CRM) has emerged as a prominent strategy employed by companies to align their brands with social and environmental causes. This study investigates the multifaceted impact of cause-related marketing on consumer behaviour. Drawing on a comprehensive review of existing literature, this research examines how CRM initiatives influence consumer attitudes, purchasing decisions, and brand perceptions. By exploring the psychological mechanisms underlying consumer responses to CRM campaigns, this study aims to shed light on the intricate interplay between corporate social responsibility and consumer behaviour. The research employs a mixed-methods approach, encompassing both quantitative surveys and qualitative interviews with consumers across diverse demographics. Findings indicate that cause-related marketing initiatives have the potential to significantly influence consumer perceptions of brand authenticity, trustworthiness, and ethical commitment. Moreover, consumers' emotional connections with social causes are found to play a pivotal role in shaping their purchasing intentions. The implications of the study extend to marketing practitioners seeking to design effective CRM campaigns, as well as to policymakers aiming to encourage responsible corporate citizenship. In conclusion, this article offers insights into the complex relationship between cause-related marketing and consumer behaviour, highlighting the transformative potential of purpose-driven marketing strategies in shaping consumer perceptions and choices.