An Empirical Study on the Role of Corporate Social Responsibility (CSR) in Influencing Young Adults’ Purchase Intentions
摘要
The present study explores the significance of Corporate Social Responsibility (CSR) in shaping young adults’ purchase intentions. As socially conscious consumers, young adults increasingly consider companies’ moral performances when making purchasing decisions. The study employs an empirical approach to explore how CSR initiatives such as environmental sustainability, ethical labor practices, and community engagement affect young adults’ perceptions of brands and their intention to buy from those brands. Using a mixed-methods design, the study surveyed young adult consumers to measure their perception, awareness, intention to buy, and brand loyalty with CSR activities. The findings suggest a positive correlation between CSR engagement and increased purchase intentions among young adults, particularly when it lines up with environmental protection programs, community engagement and support, charitable donation, and ethical labor practices. Furthermore, the research highlights the status of transparency and authenticity in CSR communication, as youngsters prefer companies with genuine, consistent efforts. The purpose of the study is to understand the influence of CSR on consumer behavior and propose good initiatives for businesses seeking to enhance their corporate image and appeal to socially conscious young consumers.