Abstract
Corporate social responsibility (CSR) has received increased attention in academia and business practice given the growing environmental awareness in the global marketplace. Especially generation Y can be characterized by a high level of interest in ethical consumption. While many studies have adopted managerial perspectives on CSR, we focus on consumer response to CSR among the millennial group. To do so, we employ a quantitative, survey-based approach with data collected in the advanced European market of Austria and the emerging Asian market of China. With a sample of 441 responses, we test our hypotheses using structural equation modeling. The findings both show that CSR support plays a central role in mediating purchase intention and reveal significant country differences. Thus, this study contributes to the literature by investigating responses to CSR among generation Y consumers from a cross-cultural perspective.
Highlights
Population growth and rising human demands entail high con sumption of natural resources
Our research presents a cross-cultural comparison of Corporate social responsibility (CSR) support focused on generation Y consumers in an emerging versus advanced market context
This study makes an important contribution to the academic litera ture by providing and testing a research model on consumer responses to CSR in a cross-cultural context
Summary
Population growth and rising human demands entail high con sumption of natural resources. The Earth Overshoot Day, calculated by the international research organization Global Footprint Network, indicates the date on which more ecological resources and services in a given year are exhausted than the earth can reproduce in that year. Calculation shows that for the consumption of resources in 2020, 1.6 planets are necessary to support the human race’s demand on the planet’s ecosystems. In 2020, the Earth Overshoot Day landed on August 22, with a reduced carbon and forest product footprint as the main driver of the result. Impact from the coronavirus pandemic has extended the trend lines, resource scarcity is still a major world problem (Global Footprint Network, 2020), as is rising global temperatures, climate change, and ocean acidification, caused by increasing levels of atmospheric carbon dioxide. Biodiversity has decreased, and especially the urban population is faced with growing water scarcity (Martine & Schensul, 2013)
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