Recently, CRM(Cause-Related Marketing) which helps consumer's buying activities not only to be connected to the charitable donation with satisfying the consumer's altruistic desires but also companies to search the pursuit of profit at the same time continues to grow as one of the most successful social serving activities. In this experiment, consumer's responses such as the attitudes toward company, product and buying intention were examined under cause-related advertisement manipulated by the product harmfulness(high/low) in terms of product characteristics and the product-cause fit(high/low). As results, the product harmfulness in several advertisements as a main effect and the product harmfulness with the product-cause fit as a interaction effect were significantly effective to the consumer's responses. In addition, the product harmfulness effect to the consumer's responses was explained in detail by the mediation role of authenticity. Finally, we discuss the implications of these findings for the future CRM research.