Does corporate social responsibility affect Generation Z purchase intention in the food industry

Research output: Journal PublicationsJournal Article (refereed)peer-review

Abstract

Corporate social responsibility (CSR) becomes more and more prevalent in the business world and is considered as one of the factors to make purchase intentions by customers. Thus, corporations are obliged to implement CSR initiatives to attract their customers. Generation Z is born in the world with the internet and social media. They are more able to handle technology and reply on the internet or social media to receive or search for information. They are more concerned with social issues or environmental problems. Therefore, CSR is one of the considerations when they make purchase decisions. This study is to explore whether CSR affects Generation Z purchase intentions in the food industry and which CSR categories have impacts on the purchase intention of Generation Z. A survey was used to collect the data from the youngsters at a post-secondary education institution. The findings showed that Generation Z will consider the CSR performance of the corporations in the food industry when they made purchase decisions. Most of the CSR initiatives, except shareholder related initiatives, had impacts on purchase intention. This may be due to the characteristics of Generation Z.
Original languageEnglish
Pages (from-to)391-407
Number of pages17
JournalAsian Journal of Business Ethics
Volume10
Issue number2
Early online date5 Nov 2021
DOIs
Publication statusPublished - Dec 2021

Keywords

  • Generation Z
  • Corporate social responsibility (CSR)
  • Purchase intentions

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