Journal
JOURNAL OF MARKETING MANAGEMENT
Volume 38, Issue 9-10, Pages 903-937Publisher
ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
DOI: 10.1080/0267257X.2022.2070654
Keywords
Brand equity; corporate social responsibility; Generation Z; willingness to pay; purchase intention; sustainable consumption
Categories
Funding
- 'CESS Nuffield College, Oxford -FLAME University, Pune' PreDoctoral Fellowship [2019-20]
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Corporate activities have a significant impact on the environment and society, and people are increasingly aware of this. Generation Z, an emerging customer segment globally, is particularly concerned about sustainability. Corporate social responsibility (CSR) initiatives help businesses meet these expectations and understanding the effects of different CSR dimensions on consumer behavior is valuable for marketers and researchers.
Corporate activities vastly impact the environment and society, and people are increasingly becoming conscious of this. Generation Z (GenZ), an emerging customer segment globally, is particularly concerned about sustainability. Corporate social responsibility (CSR) initiatives assist businesses in meeting these expectations. Will purchase intention (PI), brand equity (BE), and willingness to pay (WTP) for these companies' brands rise as a result of their CSR initiatives? Will the effects of CSR's three dimensions-environmental, social, and economic - on these outcomes be different? To study this, a 4(CSR)* 2(brands) between-subjects factorial design experiment was conducted with 414 students in India using an incentive-based Becker-DeGroot-Marschak (BDM) procedure. Marketers and researchers will gain valuable insights into the effects of different dimensions of CSR on consumer behaviour from the findings of this study.
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