企業社會責任在商業學術上已經被視為重要的議題。除了以營利為主要目的外，慢慢朝向實踐對員工、消費者或社會上的企業社會責任。而公益行銷的策略則是企業最常用來實現企業社會責任的方法之一，，不僅實現公益上的目的，也建立了良好的品牌形象。
在過去大部分的研究中，證實了公益行銷確實能夠提升消費者購買意願和品牌形象，然而甚少探討消費者的主觀意識對特定企業推廣公益行銷時的態度，尤其是既有負面品牌形象的企業，是否會對公益行銷的效果產生影響。
本研究問卷採實驗法，以網路問卷的方式進行，回收了220份的有效問卷。使用了敘述性統計、信效度分析、K-S樣本常態檢定及Pearson積差相關分析探討消費者的不信任傾向和品牌仇恨對公益行銷的影響。經研究結果發現，台灣民眾並不因不信任傾向與品牌仇恨，對公益行銷產生影響。

CSR (Corporate Social Responsibility) is an important topic nowadays in business academic area. In addition to maximizing profit, more and more companies make efforts to build good relationship with their employees, customers and the community. Cause-Related Marketing is one of the most commonly used methods to take social responsibility, which not only achieves the purpose for the benefit of society but establishes a good brand image.
Despite the fact that lots researchers found Caused-Related Marketing is helpful to improve the Purchase Intention of Consumer and Brand Image, few researches discussed about the consumer attitude toward the specific companies with negative Brand Image whether it will have an effect on.
Questionnaires are distributed online; the total effective collections are 220. To understand the effect of Distrust Attitude and Brand Hate on Cause-Related Marketing, the study uses descriptive statistical analysis, reliability analysis, validity analysis, K-S normality test and Pearson’s Correlation Coefficient to analyze the sample data. The result shows that Distrust and Brand Hate make little effects on Caused-Related Marketing to Taiwanese consumers.

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