GENERATION Z AND CSR: ANTECEDENTS OF PURCHASING INTENTION OF UNIVERSITY STUDENTS

Authors : Çağla ARIKER, Andaç TOKSOY

Pages : 483-502

View : 19 | Download : 10

Publication Date : 2017-12-29

Article Type : Research Paper

Abstract :Objective of this research is to examine hierarchy between three factors that affect purchasing intention of Generation Z for products of companies implementing CSR projects. Since Generation Z will become target market of many companies in the short-run, studies regarding their purchasing intention, sign of actual purchase, are valuable. Three independent factors include “Perception of Primary Motives”, “General Attitudes”, and “Preconditions to Prefer”. Data was collected through a survey with scales measuring research variables. Four Regression Models were tested to see hierarchical effect of independent variables. The results showed that positive perceptions and attitudes alone aren’t sufficient to create strong purchasing intention for CSR related products. Determination coefficcient increased as “Preconditions to Prefer”, namely affordable price and good quality products, were entered into the model, respectively. Managers targeting Generation Z are suggested to implement CSR projects but not at the expense of affordable price and expected quality standards.
Keywords : Generation Z, CSR, preconditions to prefer