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

Year 2017, Volume: 8 Issue: 16, 483 - 502, 29.12.2017

Çağla Arıker , Andaç Toksoy

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

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