Polish Gen-Z Consumers’ Attitudes to Corporate Social Responsibility (CSR)

Pacut Mirosław ()
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Pacut Mirosław: Faculty of Management, Department of Marketing, University of Economics in Katowice, 1 Maja 50, 40-287 Katowice, Poland

Marketing of Scientific and Research Organizations, 2024, vol. 53, issue 3, 80-97

Abstract: Corporate social responsibility (CSR) is a management concept that has emerged in response to society’s growing sensitivity to the negative externalities of economic activity. The market success of contemporary enterprises is no longer determined solely by their ability to innovate and select tools for shaping their market positions, but also by their capability to define their roles within the social environment of which they are undoubtedly a part. This article aims to explore how Polish Generation Z consumers perceive and respond to CSR initiatives implemented by enterprises. Understanding their perspectives is particularly crucial, given that the attitudes, preferences, and behaviors of this demographic will soon significantly influence market landscapes and enterprises’ potential to attain success in them. The findings reveal that young Polish consumers place considerable importance on corporate social responsibility. This significance is reflected in their overall attitudes towards CSR initiatives and their willingness to actively support these efforts, such as through their market choices.

Keywords: corporate social responsibility; consumer behavior; generation Z; społeczna odpowiedzialność przedsiębiorstw; zachowania konsumentów; pokolenie Z (search for similar items in EconPapers)
JEL-codes: M14 M31 (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:mosaro:v:53:y:2024:i:3:p:80-97:n:1005

DOI: 10.2478/minib-2024-0017

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