The Importance of Corporate Social Responsibility for generation Z consumers in their consumer decision-making process.

Abstract

Centennial consumers increased access to information, mass amount of possible consumer choices of brands and their awareness of societal issues is creating a change amongst the younger generation’s consumer decisions (Meyers, 2017). Hence, this research explored the influence of Corporate Social Responsibility (CSR) on centennials purchase decisions. Research exploratory in design and was conducted using the interpretivist paradigm. The research data was collected using three standardised semi-structured interviews as they allowed the researcher to gain an understanding of the participants subjective point of views and opinions regarding Corporate Social Responsibility and its influence on their decision to make a purchase (Strydom et al., 2017: 173-194). Interviews were conducted in locations the participants chose and where they were able to meet, whereby qualitative data was collected from the centennial consumer participants and was analysed using thematic content analysis. This process allowed for the exploration of the themes embedded in the data collected transcripts (Braun and Clarke, 2006: 77-101). Findings were interpreted and indicated that CSR positively influences centennial consumers purchase decision in both direct and indirect ways and that a brands pursuit of including CSR in their operations had positive affiliations. However, In saying that it does have an influence in their purchase decisions, the importance of its consideration proved very low, and that it can be seen as more of an ‘added benefit’ in the eyes of the centennial consumer. Therefore this research contributes to assisting brands and their managers with newly found evidence on CSR’s effective contributions to brand image and influence on consumer decisions and perceptions of the brand (Rozdeba, 2009: 23-25).