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

Yıl 2017, Cilt: 8 Sayı: 16, 483 - 502, 29.12.2017

Çağla Arıker , Andaç Toksoy

Öz

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.

Anahtar Kelimeler

Generation Z, CSR, preconditions to prefer

Kaynakça

• Abrantes F.D., Gonc¸Alves, A.M. & Dias De Faria, M. (2010). Corporate social responsibility and consumers’ perception of price. Social Responsibility Journal, 6(2), 208-221.
• Ajzen, I., & Fishbein, M. (1975). Belief, attitude, intention and behavior: An introduction to theory and research. Reading, MA: Addison-Wesley.
• Alipio R., Veiga, N., De Jonilson Carvalho, O.J., Heitor César C.O., De Hilderline Câmara,O.& Cesar Ricardo, M.V. (2013), Fatores determinantes do interesse em questões ambientais entre consumidores da geração z. Revista Global Manager, 13(1), 108-127.
• Andreasen, A.R. (1996). Profits for nonprofits, Harward Business Review, 47-59.
• Arman, A. (2013). Y kuşağına devam, accessed at http://www.hurriyet.com.tr/yazarlar/23477278.asp on June, 12 2015.
• Ay, C. & Kahraman, A. (2014). Atfetme (nedensellik yükleme) teorisi, in Yağcı M.İ. & Çabuk, S. Pazarlama teorileri, İstanbul, Mediacat.
• Basil, D. Z. & Weber, D. (2006). Values motivation and concern for appearances: The effect of personality traits on responses to corporate social responsibility. International Journal Nonprofit Voluntary Sector Marketing, 11, 61–72.
• Barone, M.J., Miyazaki, A. D & Taylor, K. A. (2000). The influence of cause-related marketing on consumer choice: Does one good turn deserve another?. Journal of the Academy of Marketing Science, 28(2), 248-262.
• Barone, M. J., Norman, A. T. & Miyazaki, A. D. (2007). Consumer response to retailer use of cause-related marketing: Is more fit better?, Journal of Retailing, 83(49), 437–445.
• Baysal B.S. (2014). Working with generations x and y in generation z period: management of different generations in business life, Mediterranean Journal of Social Sciences, 5(19), 218-229.
• Becker-Olsen, K.L., Cudmore, A. B. & Hill, R. P. (2006). The impact of perceived corporate social responsibility on consumer behavior. Journal of Business Research, 59, 46-53.
• Bhattacharya, C.B. & Sen, S. (2004). Doing better at doing good: When, why, and how consumers respond to corporate social initiatives. California Management Review, 47(1), 9-24.
• Bray, J., N. Johns & Kilburn D. (2011). An exploratory study into the factors impeding ethical consumption. Journal of Business Ethics, 98, 597–608.
• Berkup, S. B. (2014). Working with generations x and y in generation z period: Management of different generations in business life. Mediterranean Journal of Social Sciences, 5(19), 218-229.
• Broderick, A., Jogi, A. & Garry, T. (2003). Tickled pink: The personal meaning of cause related marketing for customers. Journal of Ma.rketing Management, 19, 583-610.
• Brown, T.J. & Dacin, P. A. (1997). The company and the product: Corporate associations and consumer product responses. Journal of Marketing, 61(1), 68-84.
• Chen, H. & Kong, Y. (2009). Chinese consumer perceptions of socially responsible consumption. Social Responibility Journal, 5(2), 144-151.
• Cone Millenial Cause Study (2006). accessed at http://www.conecomm.com/2006-millennial-cause-study on December 16, 2015.
• Cui, Y., Trent, E.S., Sullivan, P.M. & Matiru, G.N. (2003). Cause-related marketing: How generation y responds. International Journal of Retail & Distribution Management, 31(6), 310 – 320.
• Drumwright, M.E. (1996). Company advertising with a social dimension: The role of noneconomic criteria. Journal of Marketing, 60, 71-87.
• Ellen, S. P., Mohr, L. A. & Webb, D. J. (2000). Charitable programs and the retailer: Do they mix?. Journal of Retailing, 76(3), 393-406.
• Ellen S. P., Webb, D.J. & Mohr, L.A. (2006). Building corporate associations: Consumer attributions for corporate socially responsible programs. Journal of the Academy of Marketing Science, 34(2), 147-157.
• Erdoğan, B. Z., Torun, T., & Gönüllüoğlu, S. (2014). Effects of materialism and religious values on attitudes towards cause-related marketing. Social Business, 4(2), 153-168.
• Ferreira, D.A., Avila, M.G. & De Faria, M.D. (2010). Corporate social responsibility and consumers’ perception of price. Social Responsibility Journal, 6(2), 208-221.
• Fishbein, M. (1967). Attitude and the prediction of behavior. Readings in attitude theory and measurement. New York: Wiley.
• Folse G., Judith, A. R., Niedrich, W. & Landreth Grauc, S. (2010). Cause-relating marketing: The effects of purchase quantity and firm donation amount on consumer inferences and participation intentions. Journal of Retailing, 86(4): 295–309.
• Forehand, M.R. & Grier, S. (2003). When is honesty the best policy? The effect of stated company intent on consumer skepticism. Journal of Consumer Psychology, 13(3), 349-356.
• Fritz, H. (1958). The psychology of interpersonal relations, Journal of Marketing, 56, 322-342.
• Furlow Engelhardt, N. (2011). Find us on facebook: How cause marketing has embraced social media. Journal of Marketing Development & Competitiveness, 5(6), 61-66.
• Gao, Y. (2012). Doing well by doing good, or doing ill by doing good? An integrated model of consumer responses to corporate disaster relief giving. African Journal of Business Management, 6(34), 9569-9576.
• Gardiner, S., D. & King, C. (2014). The generation effect the future of domestic tourism in Australia. Journal of Travel Research, 53(6), 705-720.
• Gilbert, D.T. & Malone, P. S. (1995). The correspondence bias. Psychological Bulletin, 117 (1), 21-38.
• Grail Research (2011), Consumers of tomorrow insights and observations about generation z, accessed at http://www.grailresearch.com/pdf/ContenPodsPdf/Consumers_of_Tomorrow_Insights_and_Observations_About_Generation_Z.pdf on July 20, 2015.
• Groapa, R. & Caescu, Ş.C. (2014). Brand marketing upon generations: The why of who reacts with yes?. Romanian Journal of Marketing, ,: 65-71.
• Gupta, S. & Pirsch, J. (2006). The company-cause-customer fit decision in cause-related marketing. Journal of Consumer Marketing, 23(6), 314–326.
• Hair, J., Anderson, R., Tatham R. & Black ,W. (1998), Multivariate data aalysis with readings, United States, Prentice- Hall International, Inc.
• Handelman, J.M. & Arnold, S. J. (1999). The role of marketing actions with a social dimension: Appeais to the institutional environment, Journal of Marketing, 63, 33-48.
• Hamlin, R.P. & Wilson, T. (2004). The impact of cause branding on consumer reactions to products: Does product/cause ‘fit’ really matter?. Journal of Marketing Management, 20, 663-681.
• Hume, M. (2010). Compassion without action: Examining the young consumers consumption and attitude to sustainable consumption. Journal of World Business, 45(4), 385-394.
• Hyllegard, K., Ogle, J. P. & Yan, R.N. (2009). The impact of advertising message strategy - fair labour vs. sex appeal - upon gen y consumers’ intent to patronize an apparel retailer. Journal of Fashion Marketing and Management, 13(1), 109-127.
• Hyllegard, K., Ogle, J., Yan, R.N. & Attmann, J. (2010). Exploring gen y responses to an apparel brand's use of cause-related marketing does message matter when it comes to support for the breast cancer cause?. Clothing and Textiles Research Journal, 28(19), 19-34.
• Jain, V., Reshma, V. & Jagani, K. (2014). Exploring generation z's purchase behavior towards luxury apparel: A conceptual framework. Romanian Journal of Marketing, 2, 18-29.
• Kağıtçıbaşı, Ç. (2012), Günümüzde insan ve insanlar: sosyal psikolojiye giriş, İstanbul, Evrim Yayınları,.
• Kelley, H.H. (1973). The process of causal attribution. American Psychologist, 28, 107-128.
• Kim, H.S. (2011). A reputational approach examining publics' attributions on corporate social responsibility. Asian Journal of Communication, 21(1), 84-101.
• Kim, Y.J. &. Lee, W.N (2009). Overcoming consumer skepticism in cause-related marketing: The effects of corporate social responsibility and donation size claim objectivity. Journal of Promotion Management, 15, 465-483.
• Koschate-Fischer, I., Stefan, I.V. & Hoyer, W.D. (2012). Willingness to pay for cause-related marketing: The impact of donation amount and moderating effects. Journal of Marketing Research, 910–927.
• Kropp, F., Holden, S. J. S. & Lavack, A. (1999). Cause-related marketing and values in Australia. International Journal of Nonprofit and Voluntary Sector Marketing, 4(1), 69–80.
• Lavack, A.M. & Krop, F. (2003). A cross-cultural comparison of consumer attitudes toward cause-related marketing. Social Marketing Quarterly, 9(2), 3-16.
• Lee, H., Park, T., Koo Moon, H., Yonghee, Y. & Chankon, K. (2009). Corporate philanthropy, attitude toward corporations and purchase intentions: A South Korea study. Journal of Business Research, 62, 939-946.
• Levıckaitė, R. (2010). Generations x, y, z: How social networks form the concept of the world without borders (The Case of Lithuania). Limes, 3(2),: 170-183.
• Malone, K. (2007). The bubble-wrap generation: Children growing up in walled gardens. Environmental Education Research, 13(4), 513-527.
• Menon, S. & Kahn, B.E. (2003). Corporate sponsorships of philanthropic activities: When do they impact perception of sponsor brand?. Journal of Consumer Psychology, 13(3), 316–327.
• Mohr, L.A. & Webb, D.J. (2005). The effects of corporate social responsibility and price on consumer responses. The Journal of Consumer Affairs, 36(1), 121-147.
• Moosmayer, D.C. & Fuljah, A. (2010). Consumer perceptions of cause related marketing campaigns. Journal of Consumer Marketing, 27(6), 543–549.
• Nga, J.K.H. & Soo, N.W.M. (2013). A study on the factors influencing the perception of ethical branding among generation y consumers in Malaysia. AFBE Journal, 6(1), 40-62.
• Mrówka R. & Pindelski, M. (2012). The influence of environmental changes in companies’ approach to csr, in Kaczmarek, J. and Rojek, T. , Dilemmas of The Contemporary Economy Facing Global Changes, Cracov University of Economics, Cracow.
• Özdamar, K. (2002), Paket programlar ile istatiksel veri analizi 1, Eskişehir, Kaan Kitabevi.
• Peloza, J., C. Ye & Montford, W. J. (2015). When companies do good, are their products good for you? How corporate social responsibility creates a health halo. Journal of Public Policy & Marketing, 34(1), 19-31.
• Ross, J.K., Patterson, L.T. & Stutts, M.A. (1992). Consumer perceptions of organizations that use cause-related marketing. Journal of the Academy of Marketing Science, 20, 93-97.
• Sen, S. & Bhattacharya, C.B. (2001). Does doing good always lead to doing better? Consumer reactions to corporate social responsibility. Journal of Marketing Research, 38(2), 225-243.
• Shin, S.J., Hwang, F. & Deborah, L.J. (2013). Teens and college students’ purchasing decision factors of denim jeans in the United States. Journal of the Korean Society for Clothing Industry, 15(6), 971-976.
• Smith, S.M. & Alcorn, D.S. (1991). Cause marketing: A new direction in the marketing of corporate social responsibility. Journal of Consumer Marketing, 8, 19-35.
• Strahilevitz, M. (1999). The effects of product type and donation magnitude on willingness to pay more for a charity-linked brand. Journal of Consumer Psychology, 8(3), 215-241.
• Strahilevıtz, M. (2003). The effects of prior ımpressions of a firm’s ethics on the success of a cause-related marketing campaign: Do the good look better while the bad look worse?. Journal of Nonprofit & Public Sector Marketing, 11(1), 77-92.
• Strauss, W. & Howe, N. (1991). Generations: The history of america’s Future, 1584 to 2069, New York, Perennia.
• Tulgan, B. (2013). Meet generation z: The second generation within the giant “millenial” cohort. Rainmaker Thinking.
• Veiga N. & Alípio, R. (2013). Fatores determinantes do ınteresse em questões ambientais entre consumidores da geração z. Revista Global Manager, 13(1), 108-127.
• Vilela A.M. & Nelson, M.R. (2016). Testing the selectivity hypothesis in cause-related marketing among generation y: [When] does gender gatter for short- and long-term persuasion?. Journal of Marketing Communications, 22(1), 1-18.
• Yoon, Y., Gürhan-Canlı, Z.K. & Schwarz, N. (2006). The effect of corporate social responsibility (csr) activities on companies with bad reputation. Journal of Consumer Psychology, 16(4), 377–390.
• Yoon, J.M., Littrel, M.A. & Niehm, L. (2012). Young female consumers' intentions toward fair trade consumption. International Journal of Retail & Distirbution Management, 40(1), 41-63.
• Van Den Brink, D., Odekerken-Schroder, G. & Pauwels, P. (2006). The effect of strategic and tactical cause-related marketing on consumers’ brand loyalty. Journal of Consumer Marketing, 23(1), 15–25.
• Webb, D.J. & Mohr, L.A. (1998). A typology of consumer responses to cause-related marketing: From skeptics to socially concerned. Journal of Public Policy & Marketing, 17(2), 226-238.
• Williams, K.C. & Page, R.A. (2011). Marketing to the generations. Journal of Behavioral Studies in Business, 3(1), 37-53.
• Ziemba, E. & Eisenbardt, M. (2014). Prosumers’ eagerness for knowledge sharing with enterprises – a polish study. Online Journal of Applied Knowledge Management, 2(1), 40-58.
• American Marketing Association, accessed at https://www.ama.org/resources/Pages/Dictionary.aspx?dLetter=S in June, 2 2013.