Presenta: Constanza Bianchi, UAI + Queensland University of Technology
Abstract: Brands worldwide are increasingly recognizing the importance of sustainable development through corporate social responsibility (CSR) initiatives. However, existing literature provides limited empirical insight into the purchase intentions of Generation Z consumers toward brands engaged in CSR initiatives. Drawing from the Theory of Planned Behavior (TPB), this study aims to test an extended model of consumer purchase intention for CSR-driven brands among Gen Z consumers in three countries with distinct economic and cultural contexts: Chile, Germany, and Greece. Data was collected through an online survey and analyzed using structural equation modeling (SEM). The results indicate that although attitude towards CSR was a universal driver, economic and cultural differences significantly influence consumer perceptions of CSR initiatives and their subsequent effect on purchase intentions. This research contributes to the CSR, branding, and generational studies literature by highlighting the role of consumers in supporting socially responsible brands. The findings offer practical implications for brand managers and policymakers seeking to develop strategies that foster consumer engagement with CSR initiatives.
