Support for corporate social responsibility among generation Y consumers in advanced versus emerging markets
通过对比奥地利和中国Y世代消费者的调查数据，发现企业社会责任支持在影响购买意愿中起中介作用，且两国存在显著差异。
Corporate social responsibility (CSR) has received increased attention in academia and business practice given the growing environmental awareness in the global marketplace. Especially generation Y can be characterized by a high level of interest in ethical consumption. While many studies have adopted managerial perspectives on CSR, we focus on consumer response to CSR among the millennial group. To do so, we employ a quantitative, survey-based approach with data collected in the advanced European market of Austria and the emerging Asian market of China. With a sample of 441 responses, we test our hypotheses using structural equation modeling. The findings both show that CSR support plays a central role in mediating purchase intention and reveal significant country differences. Thus, this study contributes to the literature by investigating responses to CSR among generation Y consumers from a cross-cultural perspective.