Negative Determinants of CSR Support by Generation Z in Central Europe - Infodemic´s Gender-Sensitive Impacts in a 'COVID-19' Era

IF 1.6 Q3 BUSINESS Central European Business Review Pub Date : 2023-10-21 DOI:10.18267/j.cebr.344
Martin Hála, Radka MacGregor Pelikánová, Filip Rubáček
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Abstract

The success of sustainability and Corporate Social Responsibility (CSR) depends upon the active support of all stakeholders. Hence, it is highly relevant and becomes the goal of this paper to perform a pilot case study about the negative determinants of readiness of the new Central European generation of financially sufficiently strong consumers to support CSR, in particular, to answer two research questions: (i) which is the prevailing determinant and (ii) is it gender sensitive. Therefore, 53 male and 53 female Generation Z students from a private university in Prague, ready to pay a CSR bonus, were surveyed in the Summer of 2021 regarding the negative determinants for their decisions. The collected answers were statistically processed via cross-tabulation and Chi-Squared Test measures, and the dependence between negative determinants and genders was considered to answer both research questions. The analysis of such data implies four prevailing negative determinants, two of them related to the infodemic, represented differently by male and female members of Generation Z. This leads to propositions linked to prior studies and advancing them in a new direction. Namely, this indicative pilot case study suggests that Generation Z's readiness to support CSR by paying a CSR bonus is eroded by the infodemic and that male members of Generation Z are more sensitive in this respect than female members. Implications for Central European audience: This article targets the underplayed issue of the factors deterring committed young consumers from their support for sustainability via their readiness to pay a CSR bonus. It empirically points out the relevancy of proper information and the negative and gender-sensitive impacts of the infodemic. Theoretical implications include a pioneering contribution to the conceptual appreciation, methodological processing and assessment of particular aspects of infodemic and negative CSR determinants on an emerging cohort of Central European consumers. Practical implications include the dramatic importance of enhancement of awareness and practical suggestions regarding how to inform these male and female consumers and engage them in sustainability and CSR.
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中欧Z世代支持企业社会责任的负面决定因素——“COVID-19”时代信息大流行对性别问题的敏感影响
可持续发展和企业社会责任(CSR)的成功取决于所有利益相关者的积极支持。因此,这是高度相关的,并成为本文的目标,对中欧新一代经济实力足够强大的消费者是否愿意支持企业社会责任的负面决定因素进行试点案例研究,特别是回答两个研究问题:(i)这是主要的决定因素,(ii)它是否对性别敏感。因此,来自布拉格一所私立大学的53名男性和53名女性Z世代学生准备支付企业社会责任奖金,他们在2021年夏天接受了关于影响他们决定的负面因素的调查。收集到的答案通过交叉表和卡方检验措施进行统计处理,并考虑负决定因素与性别之间的相关性来回答两个研究问题。对这些数据的分析暗示了四个普遍存在的负面决定因素,其中两个与信息流行有关,由z世代的男性和女性成员不同地代表。这导致了与先前研究相关的命题,并将它们推向了一个新的方向。也就是说,这个指示性的试点案例研究表明,Z世代通过支付企业社会责任奖金来支持企业社会责任的意愿被信息流行所侵蚀,Z世代的男性成员在这方面比女性成员更敏感。对中欧受众的影响:本文的目标是阻止年轻消费者通过支付企业社会责任奖金来支持可持续发展的因素。它从经验上指出了适当信息的相关性以及信息流行的消极和对性别问题敏感的影响。理论影响包括对中欧新兴消费者群体的信息和负面企业社会责任决定因素的特定方面的概念性评价、方法处理和评估的开创性贡献。实际影响包括提高认识的重要性和关于如何告知这些男女消费者并使他们参与可持续发展和企业社会责任的实际建议。
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来源期刊
Central European Business Review
Central European Business Review Business, Management and Accounting-Business and International Management
CiteScore
3.10
自引率
7.70%
发文量
27
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