Corporate social responsibility and the socially conscious Vietnamese Gen Z consumer: Prioritizing philanthropy over profits

Abstract

In the digital age, where social media shapes consumer perceptions, this study explores the pivotal role of Corporate Social Responsibility (CSR) in influencing the purchasing decisions of Vietnam’s Generation Z. Recognizing the unique social consciousness of this demographic, the research probes into how CSR initiatives, particularly those communicated through platforms like Facebook, resonate with these young consumers. Employing an online survey method, the study gathered insights from 200 Vietnamese university students, evaluating their responses to CSR activities across various dimensions. Using multiple linear regression analysis, the findings reveal that legal responsibilities exert the strongest influence on purchasing behavior, followed by philanthropic, economic, and ethical responsibilities. Additionally, customer CSR experience moderates the effects of philanthropic and economic responsibilities, further shaping purchasing decisions. The study’s findings provide valuable insights for businesses aiming to align their CSR strategies with the values of socially conscious Gen Z consumers, highlighting the importance of legal compliance and philanthropic initiatives as the most influential factors in shaping consumer engagement in a digitalized market.