Abstract
Increasingly, business-to-consumer companies engage in corporate social advocacy (CSA) to respond to growing pressures from stakeholders. CSA studies are quickly accumulating, yet in-depth explanations of when and why the public expect companies to take a stance (sometimes even action) on controversial issues remain scarce. To fill these gaps, we unpack how Generation Z audiences expect companies to act on public agendas and their reasoning process through a mixed-method analysis of an exploratory survey (N = 388) conducted at a public university. The results show major changes in CSA expectations and illuminate the reasoning behind them. The results highlight a critical need to further understand CSA from audience perceptions and inform message design and testing guided by audience-centric models.
Original language | English (US) |
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Article number | 4099 |
Journal | Sustainability (Switzerland) |
Volume | 14 |
Issue number | 7 |
DOIs | |
State | Published - Apr 1 2022 |
Keywords
- Generation Z
- audience-centric
- corporate social advocacy
- hot button issues
ASJC Scopus subject areas
- Computer Science (miscellaneous)
- Environmental Science (miscellaneous)
- Geography, Planning and Development
- Energy Engineering and Power Technology
- Hardware and Architecture
- Management, Monitoring, Policy and Law
- Computer Networks and Communications
- Renewable Energy, Sustainability and the Environment