Corporate Social Responsibility: Understanding The Impact on Gen Z Communication and Purchasing Decision in India

Abstract

Corporate Social Responsibility is an idea that a business adopts to act socially and environmentally positively towards the consumers. It is also seen as a strategic indicator that contributes to brand reputation. This qualitative study investigates the influence of Corporate Social Responsibility on Gen Z in India. Generation Z one of the most technologically advanced generations now. These digital humans have access to extensive information with just a click. However, it has been showcased that Generation Z whilst relying on worth-of-mouth, prefer to check ratings and reviews online rather than understanding companies’ values. This cuts off the relationship between humans and the companies and becomes a threat for firms that want to connect with the younger generation with their ideas and initiatives towards the environment. CSR not only creates a brand image but promotes consumer satisfaction.

The research takes a phenomenological approach, gathering primary data from six semi-structured interviews. The thematic analysis uncovered seven themes underpinning the findings of this study.

Broadly speaking, this study finds that Gen Z buying behavior is multifaceted and that whilst Gen Z desire to purchase products and services from companies that have high CSR standards, the actual buying decision is a factor of 1) Access to information and 2) Income levels and 3) Education levels.