THE PERCEPTIONS OF GENERATION Z REGARDING CSR PRACTICES IN DEVELOPING COUNTRIES: AN ANALYSIS AMONG ROMANIAN POST- MILLENNIALS STUDENTS

Andra Modreanu and Gabriela Nicoleta Andrișan
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Andra Modreanu: THE BUCHAREST UNIVERSITY OF ECONOMIC STUDIES
Gabriela Nicoleta Andrișan: THE BUCHAREST UNIVERSITY OF ECONOMIC STUDIES

Annals - Economy Series, 2022, vol. 4, 263-272

Abstract: Generation Z is expected to be one of the most vehement supporters of responsible businesses due to their early access to worldwide information. When analyzing the CSR perception of generation Z researchers tend to focus more on revealing the expectations of these individuals as future employees, rather than predicting some characteristics of their customer behavior. Therefore, the objective of the present study was to comprehend the perception of Romanian post-millennials as consumers regarding the topic of strategic CSR main practices adopted by companies. Thus, a qualitative approach has been used to collect and interpret primary data in order to provide a feasible answer to the established research questions. The results outline the fact that Generation Z, regardless of its origins, shares some common aspects related to the general perception of the CSR concept. Differences between pots- millennials for developed countries and those for developing ones occur when considering the responsibility practices of a company. Romanian Z individuals perceive brand designed CSR strategies more as nice-to-have assets, rather than factors that may influence their buying decisions. Moreover, Romanian Z individuals may not engage more with brands that support a social mission. In addition, neither the sustainability pillar would have a positive impact on their consumer behavior. The findings sustain that Romanian post-millennials tend to evaluate the responsibility of an organization based on the benefits they may receive as possible consumers.

Keywords: corporate social responsibility; strategic corporate social responsibility; generation Z; consumer behavior; responsible business; brands; sustenability (search for similar items in EconPapers)
Date: 2022
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