Growing consumer awareness of social, cause-oriented consumption has prompted many marketers to use the concept of cause-related marketing to increase consumers' participation in socially responsible consumerism. Cause-related marketing involves a mutually beneficial collaborative partnership between a for-profit brand and a non-for-profit organisation, based on a charitable or social cause. While cause-related marketing is widely studied in varying contexts and implemented across different market regions, a literature review identified gaps in its conceptualisation and implementation, and variables, including socio-demographics, consumer perception and attitudes towards the cause-brand fit, that make consumers sceptical, affecting their purchase behaviour and cause-related effectiveness. To address this, we build on the applied theory of organisational behaviour modification, suggesting antecedents which create positive reinforcements that modify consumers' behaviours towards cause-related marketing offerings. Organisations could, thus, achieve cause-related marketing effectiveness by minimising consumers' scepticism by shaping their behaviours towards cause-related campaigns and the respective offerings.