Date of Award
Master of Science (MS)
Joon Soo Lim
Social and Behavioral Sciences
This thesis explores the attitudes and perceptions held by Generation Z regarding a brand or brand’s corporate social responsibility (CSR) communication efforts. This thesis uses the stakeholder theory, relationship management theory, ethical consumerism and corporate reputation theory to frame the importance of brand’s understanding how to effectively communicates CSR to its stakeholders. This study evaluates variables including progressive values, diversity, pro-social behaviors, attitude toward a brand, perceived credibility, ulterior motives, commitment, perceived trust, word of mouth intentions, purchase intentions. This study will also examine how the influence of CSR communication efforts varies within Gen Z depending on gender, race and political ideologies. This thesis then frames current characteristics of Gen Z with their involvement levels of CSR.
Uche, Sharon, "Generation Z and Corporate Social Responsibility" (2018). Theses - ALL. 226.