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Corporate Social Responsibility and ...

Sheader, Jacqueline K.,

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Corporate Social Responsibility and Generation Z Consumer Purchasing Behavior: A Qualitative Exploratory Case Study /

Record Type:	Electronic resources : Monograph/item
Title/Author:	Corporate Social Responsibility and Generation Z Consumer Purchasing Behavior: A Qualitative Exploratory Case Study // Jacqueline K Sheader.
Author:	Sheader, Jacqueline K.,
Description:	1 electronic resource (187 pages)
Notes:	Source: Dissertations Abstracts International, Volume: 85-12, Section: B.
Contained By:	Dissertations Abstracts International85-12B.
Subject:	Home economics. -
Online resource:	https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=31328836
ISBN:	9798382808024

Corporate Social Responsibility and Generation Z Consumer Purchasing Behavior: A Qualitative Exploratory Case Study /
Sheader, Jacqueline K.,

Corporate Social Responsibility and Generation Z Consumer Purchasing Behavior: A Qualitative Exploratory Case Study /Jacqueline K Sheader. - 1 electronic resource (187 pages)

Source: Dissertations Abstracts International, Volume: 85-12, Section: B.

Current research shares the Generation Z cohort in the United States views consumption as a form of self-expression and as a means through which to express personal ethics and values. The purpose of this qualitative exploratory case study was to explore the perceptions of Generation Z consumers on supporting fast food restaurant chains whose corporate social responsibility (CSR) programs may lead to legal issues or do not align with personal social and environmental beliefs. The study examined perceptions of the social and environmental sustainability aspects of the CSR efforts of McDonald's, Burger King, and Chick-fil-A across three research questions. The research was based on a conceptual framework of CSR and consumer behavior theories and consisted of questionnaires, interviews, and a focus group completed by 20 Generation Z post-secondary students in Pennsylvania. Data was analyzed using NVivo 14 software and inductive triangulation, which resulted in four themes: Generation Z is not knowledgeable of the CSR efforts of fast food chains, an opportunity exists for companies to enhance communication, CSR is not a major consideration in the purchasing process, and consumers did not avoid purchasing from companies not sharing the consumers' values. The results provide guidance for companies regarding how CSR efforts affect Generation Z purchasing behavior and a recommendation is made for enhanced education and changes in marketing strategy. The opportunity exists for future research using similar case study design with modifications to sample, geography, etc., with a resulting meta-analysis to gather a more comprehensive understanding of Generation Z consumer behavior.

English

ISBN: 9798382808024Subjects--Topical Terms:

551902
Home economics.
Subjects--Index Terms:

Corporate social responsibility

Corporate Social Responsibility and Generation Z Consumer Purchasing Behavior: A Qualitative Exploratory Case Study /
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520 $a Current research shares the Generation Z cohort in the United States views consumption as a form of self-expression and as a means through which to express personal ethics and values. The purpose of this qualitative exploratory case study was to explore the perceptions of Generation Z consumers on supporting fast food restaurant chains whose corporate social responsibility (CSR) programs may lead to legal issues or do not align with personal social and environmental beliefs. The study examined perceptions of the social and environmental sustainability aspects of the CSR efforts of McDonald's, Burger King, and Chick-fil-A across three research questions. The research was based on a conceptual framework of CSR and consumer behavior theories and consisted of questionnaires, interviews, and a focus group completed by 20 Generation Z post-secondary students in Pennsylvania. Data was analyzed using NVivo 14 software and inductive triangulation, which resulted in four themes: Generation Z is not knowledgeable of the CSR efforts of fast food chains, an opportunity exists for companies to enhance communication, CSR is not a major consideration in the purchasing process, and consumers did not avoid purchasing from companies not sharing the consumers' values. The results provide guidance for companies regarding how CSR efforts affect Generation Z purchasing behavior and a recommendation is made for enhanced education and changes in marketing strategy. The opportunity exists for future research using similar case study design with modifications to sample, geography, etc., with a resulting meta-analysis to gather a more comprehensive understanding of Generation Z consumer behavior.
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653 $a Self-expression
653 $a Consumer behavior
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720 1 $a Ziegler, James $e degree supervisor.
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