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


Included in

Marketing Commons