Author(s): Barbeiro, Sofia Pereira
Date: 2016
Persistent ID: http://hdl.handle.net/10362/19376
Origin: Repositório Institucional da UNL
Subject(s): Millennials; Corporate social responsibility; Attitudes; Consumption behavior; Ciências Sociais : Economia e Gestão
As it grows older, the Millennial generation is gaining relevance for companies, especially when considering their demands and choices as consumers. But what is Millennials’ opinion with regard to Corporate Social Responsibility (CSR)? And how does the Millennial generation react to CSR initiatives by companies? Since CSR is gaining more importance nowadays, these are the main questions addressed by the present research. Based on primary data collected via semi-structured interviews and an online questionnaire, important implications from this working project are drawn. In theoretical terms, it highlights the different roles CSR assumes in society from the perspective of Millennials, underlining the importance the private sector to tackle today’s global challenges. At the managerial level, it illustrates the reactions to CSR practices of Millennial consumers. Millennials’ attitudes toward CSR are positive and the findings obtained recognize their willingness to change their consumption behavior when have access to information on companies’ CSR strategy. The majority of Millennials attributes to CSR a marketing role for the benefit of the company, while acknowledging the compliance of laws and regulations, and producing high-quality products/services as the main responsibilities of companies. Finally, Millennials believe corporations should strive for a holistic form of CSR, integrated in their core business, instead of a combination of CSR practices. If companies aim at attracting these customers effectively, they must take into consideration their expectations toward CSR, and invest in a proper CSR strategy.
