摘要：Corporate social responsibility (CSR) has a strong influence on consumer attitudes,preferences, and intentions; this is especially true among Generation Z (Gen Z) consumers. Yet,intentions do not necessarily result in actual behavior. This research explores the differentialeffectiveness of CSR activities on consumer expectations and consumption behaviors bycomparing those who do and do not actively support 11 distinct cause categories. Data werecollected from Gen Z consumers through an online survey. The results suggest consumerexpectations of companies’ CSR behaviors, as well as their own consumption behaviors, vary bythe cause consumers actively support. The results underscore the importance of congruitybetween CSR efforts and consumer interests when planning and communicating CSR efforts.
关键词：corporate social responsibility; generation Z; consumption behaviors; online survey
