Differences in Attitude to Corporate Social Responsibility among Generations

Abstract

The purpose of the study is to investigate the employees’ attitudes to CSR practices and reveal the differences in staff perceptions within different groups of responadents. The tasks to be accomplished are: (1) to investigate the differences of CSR perception between males and females; (2) to investigate the differences of CSR perception among representatives of different generations; (3) to investigate the differences of CSR perception among representatives of different sectors of the economy. The online survey was conducted using the authors’ developed research instrument (questionnaire). In total, 129 respondents—employed Latvian citizens—participated in the survey. To assess the influence of age, gender, and other control characteristics in the sample, the authors implemented regression-based moderation analysis in the SPSS environment. The analysis indicated the moderating role of gender in the perception of corporate social responsibility, which appeared to be strong, especially in terms of leveraging business honesty, as a predictor. The sector, too, appeared to be a moderator, though it was much less statistically significant than gender. On the other hand, generation appeared to be an independent and significant predictor of corporate social responsibility perception itself, while its moderating effect was insignificant. The findings in the paper support existing literature in terms of moderating the role of gender, as outlined previously; yet, this research estimated that males value corporate social responsibility higher than females, while our results estimate the opposite. Our research revealed that age (generation) is a significant factor, which defines a personal attitude towards corporate social responsibility, i.e., the older generation values CSR higher than the youngsters. We have not found any correlation between the economic sector and corporate social responsibility perception.

Corporate Social Responsibility and Hotel Employees’ Organizational Citizenship Behavior: The Roles of Organizational Pride and Meaningfulness of Work

“…Various organizations have begun to recognize the strategic importance of CSR to the sustainability of their business operations, as consumers are willing to reward companies perceived to be socially responsible and penalize those perceived to be socially irresponsible [2]. Accordingly, CSR has received extensive scholarly attention in the past two decades, and numerous empirical studies have evaluated the impact of CSR practices on external stakeholders, particularly customers [3,4].…”

The Influence of Corporate Social Responsibility on Consumer Purchase Intention toward Environmentally Friendly Sneakers

“…Additionally, CSR and conformity do not appear to significantly influence consumer attitude. This paper theorized that CSR is not a major factor influencing consumer attitude, as the majority of respondents were young people, and, as previous studies have determined, this group places less importance on CSR than older groups [76]. Moreover, some consumers associate CSR-related products with low quality [77].…”

Chairman Narcissism and Social Responsibility Choices: The Moderating Role of Analyst Coverage

“…Third, our study expands the upper echelons theory. Previous studies have primarily examined the effects of the demographics of a corporate chairman, such as CEO duality [ 57 ], marital status [ 58 ], political connections [ 59 ], age (generation) [ 60 ], and poverty experience [ 61 ], on the firm’s CSR. Although the relevant research results are abundant, adopting demographic characteristics to reflect senior leaders’ psychological and cognitive characteristics has unreasonable operational methods and makes it challenging to explore the psychological processes of senior leaders in CSR practices.…”