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Purpose: Cause-related marketing (CRM) is a popular hybrid marketing tool that incorporates charitable initiatives and sales promotion. CRM has strength in simultaneously encouraging consumer purchases and doing something good for the society. Drawing on the moral identity-based motivation model, this research examines how consumer MI influences consumer behavioural response to CRM. Design/methodology/approach: Two field experiments were conducted to test a series of hypotheses relating to the conditional effect of MI on behavioural response to CRM. Findings: Brand social responsibility image and emotional brand attachment positively moderated the relationship between consumer moral identity centrality and intention to purchase CRM sponsor brand. Originality/value: The findings contribute to the literature on CRM, moral identity-based motivation of consumer behaviour, and emotional brand attachment.