Support for corporate social responsibility among generation Y consumers in advanced versus emerging markets

Michaela Luger, Katharina Maria Hofer*, Arne Floh

*Corresponding author for this work

Publication: Scientific journalJournal articlepeer-review


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.

Original languageEnglish
Article number101903
JournalInternational Business Review
Issue number2
Publication statusPublished - Apr 2022
Externally publishedYes

Bibliographical note

Publisher Copyright:
© 2021 The Author(s)


  • Consumer behavior
  • Corporate social responsibility
  • Cross-cultural comparison
  • CSR support
  • Emerging markets

Cite this