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

Author

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  • Pacut Mirosław

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

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.

Suggested Citation

  • Pacut Mirosław, 2024. "Polish Gen-Z Consumers’ Attitudes to Corporate Social Responsibility (CSR)," Marketing of Scientific and Research Organizations, Sciendo, vol. 53(3), pages 80-97.
    • Handle: RePEc:vrs:mosaro:v:53:y:2024:i:3:p:80-97:n:1005
    DOI: 10.2478/minib-2024-0017
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    References listed on IDEAS

    as
    1. Shuili Du & Edward Vieira, 2012. "Striving for Legitimacy Through Corporate Social Responsibility: Insights from Oil Companies," Journal of Business Ethics, Springer, vol. 110(4), pages 413-427, November.
    2. James Agyei & Shaorong Sun & Emmanuel Kofi Penney & Eugene Abrokwah & Richmond Ofori-Boafo, 2021. "Linking CSR and Customer Engagement: The Role of Customer-Brand Identification and Customer Satisfaction," SAGE Open, , vol. 11(3), pages 21582440211, August.
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    More about this item

    Keywords

    corporate social responsibility; consumer behavior; generation Z; społeczna odpowiedzialność przedsiębiorstw; zachowania konsumentów; pokolenie Z;
    All these keywords.

    JEL classification:

    • M14 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Corporate Culture; Diversity; Social Responsibility
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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