Program
Honors
Abstract
As consumers become increasingly attuned to the practices of companies and their impact on society and the environment at large, Corporate Social Responsibility (CSR) has gradually become a major consideration for marketers. While it is believed that a demographic cohort growing in purchasing power and prominence, Generation Z, is the most sensitive to the perceived-CSR of a brand, some data suggests that their pragmatism and economic considerations may ultimately outweigh their sustainability concerns in a purchase decision.
This research aims to clarify much of the conflicting information about Gen Z’s primary considerations when shopping for products, specifically those in image-related industries, through both qualitative and quantitative research methods. Namely, the study asks whether changes in purchase intent are primarily driven the affordability or perceived CSR of a brand. The study will provide applications for firms seeking to approach this complex segment and effectively market their products.
Publication Date
Fall 12-1-2022
Document Type
Thesis
Recommended Citation
Gonzales, Aijalyn, "The Effect of CSR Campaigns on the Consumer Behaviour of Gen Zers" (2022). Honors Program Theses and Research Projects. 21.
https://commons.stmarytx.edu/honorstheses/21