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.
Gonzales, Aijalyn, "The Effect of CSR Campaigns on the Consumer Behaviour of Gen Zers" (2022). Honors Program Theses and Research Projects. 21.