| Abstract [eng] |
This Master’s thesis examines Generation Z consumers’ brand loyalty in the context of corporate social responsibility (CSR), focusing on how CSR initiatives influence the loyalty of Generation Z consumers. The first part of the thesis reviews the academic literature related to corporate social responsibility, consumer loyalty, and the characteristics of Generation Z. Each subsection concludes with a summary of the key theoretical insights. The second part presents the methodological framework of the research, including the justification of the research problem, the rationale for the selected research methods, a discussion of research ethics and organization, and a description of the research sample and respondent characteristics. The third part comprises the empirical research, where the results are analyzed and compared with findings from previous studies and relevant theoretical assumptions. The main research question of this thesis is: Which corporate social responsibility activities influence Generation Z consumers’ loyalty? To address this question, the study analyzes Generation Z consumers’ attitudes toward corporate social responsibility initiatives and their impact on retail brand choice. The findings of the study reveal how corporate social responsibility affects Generation Z consumers’ brand loyalty. The results indicate that Generation Z consumers’ actual behavior and loyalty are primarily driven by product price, quality, and origin. Although ethical treatment of employees is considered an important CSR dimension by Generation Z, activities related to this dimension do not necessarily determine brand choice. Furthermore, the findings demonstrate that environmental and philanthropic activities have the weakest influence on the decision to switch to a more socially responsible brand, which partially contradicts prevailing assumptions in the academic literature. A noticeable gap is observed between Generation Z consumers’ declared social values and their actual behavior, particularly in the fast-moving consumer goods sector, where purchasing decisions are more frequently driven by practical benefits. |
