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Appealing to Young Consumers: An Examination of a Firm’s CSR, CSR Communication, and Brand Attitudes of Generation Z

김영희|Ling Cheuk Ying
Academy of Asian Business (AAB)|2018.12|Academy of Asian Business Review|제4권 제2호|pp. 25-56|DOI 10.26816/aabr.4.2.201812.25

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키워드

Generation ZCorporate social responsibilityCSR communicationPrimary CSRnon- primary CSRDeliberate channelsInstrumental channels

초록

Generation is important for marketing in terms of segmentation and marketing. With the increasing purchasing power and influences of young teenagers, marketers have started to put focus on Generation Z (Gen Z). However, few number of studies have examined Gen Z and comprehensive insights are lacked regarding preferences of CSR initiatives and CSR communication for Gen Z. This study investigated what influence Gen Z’s responses to a firm’s CSR endeavors. It found that Gen Z show more positive responses to a firm’s CSR initiatives targeting non-primary stakeholders (e.g., CSR regarding environment and community issues) than those for primary stakeholders (e.g., CSR for product improvement and employment). The study further revealed that Gen Z’s positive responses to a firm’s CSR initiatives are enhanced when they received the firm’s such CSR efforts through an instrumental channel. With the findings, this paper provides marketers with insights into how to develop and implement more effective CSR programs, in regard to CSR types and communication that better tap into Gen Z.

Abstract

Generation is important for marketing in terms of segmentation and marketing. With the increasing purchasing power and influences of young teenagers, marketers have started to put focus on Generation Z (Gen Z). However, few number of studies have examined Gen Z and comprehensive insights are lacked regarding preferences of CSR initiatives and CSR communication for Gen Z. This study investigated what influence Gen Z’s responses to a firm’s CSR endeavors. It found that Gen Z show more positive responses to a firm’s CSR initiatives targeting non-primary stakeholders (e.g., CSR regarding environment and community issues) than those for primary stakeholders (e.g., CSR for product improvement and employment). The study further revealed that Gen Z’s positive responses to a firm’s CSR initiatives are enhanced when they received the firm’s such CSR efforts through an instrumental channel. With the findings, this paper provides marketers with insights into how to develop and implement more effective CSR programs, in regard to CSR types and communication that better tap into Gen Z.

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