Research Article
BibTex RIS Cite

Gen Z's Skepticism Levels and Perceptions of Corporate Social Responsibility Focus of Corporations: A Study on University Students

Year 2025, Volume: 14 Issue: 2, 986 - 1006, 30.06.2025

Abdülkadir Akturan

https://doi.org/10.15869/itobiad.1614888

Abstract

Generation Z is recognized for its increasing awareness of and concerns regarding social and environmental issues. Born into the digital age, this generation is more technologically proficient and more conscious of corporate practices compared to previous generations. Existing literature suggests that Generation Z holds higher standards and expectations regarding corporate social and environmental engagement than earlier generations.This study aims to examine the level of skepticism that Generation Z exhibits toward corporate social responsibility (CSR) activities. Furthermore, it seeks to analyze whether individuals with high and low levels of skepticism differ in their expectations regarding the focus of CSR initiatives. In the context of business and management, skepticism is regarded as a cautious attitude toward the accuracy of information provided by companies. In this framework, skepticism arises when a perceived discrepancy exists between a company’s stated values and its actual performance. Academic literature indicates that Generation Z consumers perceive CSR initiatives as valuable and tend to reward such efforts. However, they may also adopt a skeptical stance toward companies claiming to be socially responsible. This study hypothesizes that the increasing skepticism exhibited by Generation Z differentiates their expectations regarding corporate participation in CSR activities. Data were collected through an online survey of 474 participants, and the research hypotheses were analyzed using cluster analysis and t-tests. The findings reveal that Generation Z can be categorized into two groups based on their skepticism toward corporate CSR activities. Individuals with high and low levels of skepticism exhibit partial differences in their perceptions of CSR focus. This study contributes to the understanding of Generation Z’s perceptions of CSR initiatives. Additionally, its findings provide valuable insights for businesses seeking to engage with and establish trust among Generation Z, which is poised to become a significant consumer and workforce demographic in the coming years.

Keywords

Generation Z Corporate Social Responsibility Skepticism Ethical Expectations Workplace Values

References

  • Acar, B. (2022). Kurumsal sosyal sorumluluk algılarının demografik değişkenler açısından incelemesi: demir-çelik sektörü örneği. International Journal of Social Humanities Sciences Research. https://doi.org/10.26450/jshsr.3074
  • Ahmad, F., & Guzmán, F. (2021). Consumer skepticism about online reviews and their decision-making process: The role of review self-efficacy and regulatory focus. Journal of Consumer Marketing, 38(5), 587-600. https://doi.org/10.1108/JCM-09-2020-4119
  • Alruthaya, A., Nguyen, T. T., & Lokuge, S. (2021). The application of digital technology and the learning characteristics of Generation Z in higher education. arXiv preprint arXiv:2111.05991. https://doi.org/10.48550/arXiv.2111.05991
  • Arco‐Castro, M., Pérez, M., Rodríguez-Gómez, S., & Sánchez, R. (2020). Do stakeholders modulate philanthropic strategy? corporate philanthropy as stakeholders’ engagement. Sustainability, 12(18), 1-18. https://doi.org/10.3390/su12187242
  • Arıker, Ç., & Toksoy, A. (2017). Generation Z and CSR: Antecedents of purchasing intention of university students. Kafkas Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 8(16), 483-502. https://doi.org/10.9775/kauiibfd.2017.023
  • Bektaş, M. (2024). Sürdürülebilirlik ve iş etiği. E. Akay & N. Palabıyık (Ed.), Sürdürülebilir yönetim (ss. 83-110). Özgür Yayınları.
  • Brazel, J. F., Leiby, J., & Schaefer, T. J. (2022). Do rewards encourage professional skepticism? It depends. The Accounting Review, 97(4), 131-154. https://doi.org/10.2308/TAR-2019-0361
  • Burgess-Wilkerson, B., Hamilton, C., Garrison, C., & Robbins, K. (2019). Preparing millennials as digital citizens and socially and environmentally responsible business professionals in a socially irresponsible climate. arXiv preprint arXiv:1901.06609. https://doi.org/10.48550/arXiv.1901.06609
  • Cezlan, E. Ç. (2024). Sağlık sektöründe iş etiği dinamiklerinin değerlendirilmesi: Bir DEMATEL uygulaması. Afyon Kocatepe Üniversitesi Sosyal Bilimler Dergisi, 26(1), 260-275.
  • Chatzopoulou, E., & de Kiewiet, A. (2021). Millennials' evaluation of corporate social responsibility: The wants and needs of the largest and most ethical generation. Journal of Consumer Behaviour, 20(3), 521-534. https://doi.org/10.1002/cb.1882
  • Cheng, Y., Wang, Y., & Pan, F. (2022). The impact of csr perceptions on employees’ turnover intention during the covid-19 crisis in china. International Journal of Environmental Research and Public Health, 19(14), 1-14. https://doi.org/10.3390/ijerph19148297
  • Ciziceno, M. (2023). What shapes tax morality in younger generations? a comparative analysis between gen y and gen z. Sociology Compass, 18(2). https://doi.org/10.1111/soc4.13179
  • Csobanka, Z. E. (2016). The Z generation. Acta Educationis Generalis, 6(2), 63-76. https://doi.org/10.1515/atd-2016-0012
  • Çelikdemir, D. Z., & Tukel, I. (2015). Incorporating ethics into strategic management with regards to generation Y's view of ethics. Procedia-Social and Behavioral Sciences, 207, 528-535. https://doi.org/10.1016/j.sbspro.2015.10.123
  • Çora, H. (2019). The effects of characteristics of generation Z on 21st century business strategies. Kafkas Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 10(20), 909-926. https://doi.org/10.36543/kauiibfd.2019.038
  • Çuhadar, M., Öncü, H., & Mutlu, H. (2019). Konaklama işletmeleri web sitelerinin kurumsal sosyal sorumluluk içerikleri açısından incelenmesi: antalya örneği. Journal of Recreation and Tourism Research, 6(4), 464-474. https://doi.org/10.31771/jrtr.2019.47
  • Dahlquist, S., & Garver, M. S. (2022). Effects of product and product company information on generation Zs’ purchasing preferences. American Business Review, 25(1), 11. https://doi.org/10.37625/abr.25.1.209-220
  • Djafarova, E., & Foots, S. (2022). Exploring ethical consumption in Gen Z: The role of social media and brand integrity. Journal of Consumer Behaviour, 21(3), 456-468. https://doi.org/10.1002/cb.2015
  • Düger, Y. S., & Bayram, T. (2023). Kurumsal sosyal sorumluluk algısının işveren marka çekiciliğine etkisi: z kuşağı bireylerin kişilik özellikleri bağlamında bir araştırma. Ordu Üniversitesi Sosyal Bilimler Enstitüsü Sosyal Bilimler Araştırmaları Dergisi, 13(1), 1055-1078. https://doi.org/10.48146/odusobiad.1178267
  • Fabiola, K., & Mayangsari, L. (2020). The Influence of Green Skepticism, Environmental Knowledge and Environmental Concern on Generation Z's Green Purchase Intentions in Indonesia. Malaysian Journal of Social Sciences and Humanities (MJSSH), 5(8), 96-105. https://doi.org/10.47405/mjssh.v5i8.470
  • Farooq, Y., & Wicaksono, H. (2021). Advancing on the analysis of causes and consequences of green skepticism. Journal of Cleaner Production, 320, 128927. https://doi.org/10.1016/j.jclepro.2021.128927
  • Forehand, M. R., & Grier, S. (2003). When is honesty the best policy? The effect of stated company intent on consumer skepticism. Journal of consumer psychology, 13(3), 349-356. https://doi.org/10.1207/S15327663JCP1303_15
  • Frederick, W. C. (2018). Corporate social responsibility: From founders to Millennials. In Corporate social responsibility (pp. 3-38). Emerald Publishing Limited. https://doi.org/10.1108/S2514-175920180000002001
  • Gentina, E. (2020). Generation Z in Asia: a research agenda. The new Generation Z in Asia: Dynamics, differences, digitalisation, 3-19. https://doi.org/10.1108/978-1-80043-220-820201002
  • Hair, J. F., Ringle, C. M., & Sarstedt, M. (2013). Partial least squares structural equation modeling: Rigorous applications, better results and higher acceptance. Long range planning, 46(1-2), 1-12. http://dx.doi.org/10.1016/j.lrp.2013.01.001
  • Joo, J. H. (2020). A mediating role of social capital between corporate social responsibility and corporate reputation: Perception of local university on CSR of KHNP. The Journal of Industrial Distribution & Business, 11(3), 63-71. https://doi.org/10.13106/jidb.2020.vol11.no3.63
  • Karaca, Y., & Uyar, K. (2024). X,Y ve Z kuşaklarının kurumsal sosyal sorumluluk reklamlarına karşı tutumlarının nöropazarlama yöntemiyle karşılaştırılması. Uluslararası Yönetim Akademisi Dergisi, 7(2), 390-410. https://doi.org/10.33712/mana.1512162
  • Kim, E., Kwon, E., Hong, S., Shoenberger, H., & Stafford, M. (2023). Mollifying green skepticism: effective strategies for inspiring green participation in the hospitality industry. Frontiers in Psychology, 14, 1-8. https://doi.org/10.3389/fpsyg.2023.1176863
  • Kim, S., & Austin, L. (2020). Effects of CSR initiatives on company perceptions among Millennial and Gen Z consumers. Corporate Communications: An International Journal, 25(2), 299-317. https://doi.org/10.1108/CCIJ-07-2018-0077
  • Klopotan, I., Aleksić, A., & Vinković, N. (2020). Do business ethics and ethical decision making still matter: Perspective of different generational cohorts. Business Systems Research: International Journal of the Society for Advancing Innovation and Research in Economy, 11(1), 31-43. https://doi.org/10.2478/bsrj-2020-0003
  • Kozłowski, W. (2024). Exploring generation Z's skepticism towards cause-related marketing: understanding the antecedents and consequences. Research Papers of Wroclaw University of Economics and Business, 68(2), 106-116. https://doi.org/10.15611/pn.2024.2.09
  • Köse, G. (2020). Toplumsal hareketlenmede önemli bir durak: Sosyal ağlarda dijital aktivizm ve dinamiklerine ilişkin Y ve Z kuşağının farkındalıkları üzerine bir araştırma. OPUS International Journal of Society Researches, 15(22), 1255-1288.
  • Kung, W. (2023). Using the pestel analysis to determine the effectiveness of new digital media strategies. Advances in Economics, Management and Political Sciences, 5(1), 19-25. https://doi.org/10.54254/2754-1169/5/20220054
  • Latif, B., Ong, T. S., Meero, A., Abdul Rahman, A. A., & Ali, M. (2022). Employee-perceived corporate social responsibility (CSR) and employee pro-environmental behavior (PEB): The moderating role of CSR skepticism and CSR authenticity. Sustainability, 14(3), 1380.
  • Maignan, I. (2001). Consumers' perceptions of corporate social responsibilities: A cross-cultural comparison. Journal of business ethics, 30, 57-72. http://dx.doi.org/10.1023/A:1006433928640
  • Marschlich, S. & Hurtado, E. (2025). The effect of third-party certifications on corporate social responsibility communication authenticity and credibility. Corporate Communications an International Journal, 30(7), 1-20. https://doi.org/10.1108/ccij-01-2024-0015
  • Matheny, R. L. (2019). Redefining the future of retail: millennials and gen z envision a more sustainable retail culture. In R. L. Matheny, Journal of Textile Science & Fashion Technology (Vol. 3, Issue 4). https://doi.org/10.33552/jtsft.2019.03.000570
  • Mohr, J. W. (1998). Measuring meaning structures. Annual review of sociology, 24(1), 345-370. https://doi.org/10.1146/annurev.soc.24.1.345
  • Moreno, F., & Kang, J. (2020). How to alleviate consumer skepticism concerning corporate responsibility: The role of content and delivery in CSR communications. Corporate Social Responsibility and Environmental Management, 27(6), 2477-2490. https://doi.org/10.1002/csr.1969
  • Moscato, D., & Hopp, T. (2019). Natural born cynics? The role of personality characteristics in consumer skepticism of corporate social responsibility behaviors. Corporate Reputation Review, 22, 26-37. https://doi.org/10.1057/s41299-018-0058-3
  • Narayanan, S. (2022). Does Generation Z value and reward corporate social responsibility practices?. Journal of Marketing Management, 38(9-10), 903-937. https://doi.org/10.1080/0267257X.2022.2070654
  • Nguyen, N., Priporas, C. V., McPherson, M., & Manyiwa, S. (2023). CSR-related consumer scepticism: A review of the literature and future research directions. Journal of Business Research, 169, 114294. https://doi.org/10.1016/j.jbusres.2023.114294
  • Obermiller, C., & Spangenberg, E. R. (1998). Development of a scale to measure consumer skepticism toward advertising. Journal of consumer psychology, 7(2), 159-186. https://doi.org/10.1207/s15327663jcp0702_03
  • Oskouei, Z. (2019). Linking social and economic responsibilities and financial performance: the assisting role of innovation for an oil engineering and development company. International Journal of Finance & Economics, 24(3), 1345-1354. https://doi.org/10.1002/ijfe.1722
  • Otchere, O., Owusu, G., & Bekoe, R. (2022). Determinants of whistleblowing intentions of accountants: a middle range theoretical perspective. Journal of Financial Crime, 30(5), 1162-1181. https://doi.org/10.1108/jfc-07-2022-0168
  • Rank, S., & Contreras, F. (2021). Do millennials pay attention to corporate social responsibility in comparison to previous generations? Are they motivated to lead in times of transformation? A qualitative review of generations, CSR and work motivation. International Journal of Corporate Social Responsibility, 6, 1-13. https://doi.org/10.1186/s40991-020-00058-y
  • Rim, H., & Kim, S. (2016). Dimensions of corporate social responsibility (CSR) skepticism and their impacts on public evaluations toward CSR. Journal of Public Relations Research, 28(5-6), 248-267. https://doi.org/10.1080/1062726X.2016.1261702
  • Robichaud, L., & Yu, S. (2021). Ethical consumption among Gen Z: The influence of social interactions and brand integrity. Journal of Retailing and Consumer Services, 58, 102345. https://doi.org/10.1016/j.jretconser.2020.102345
  • Said, R. A., Rashid, M. A. A., & Othman, M. A. (2020). Generation Z for job employment: Characteristic and expectation. International Journal of Academic Research in Business and Social Sciences, 10(3), 570-575. http://dx.doi.org/10.6007/IJARBSS/v10-i3/7072
  • Sawicka, J., & Marcinkowska, E. (2023). Environmental CSR and the purchase declarations of Generation Z consumers. Sustainability, 15(17), 12759. https://doi.org/10.3390/su151712759
  • Schroth, H. (2019). Are you ready for Gen Z in the workplace?. California Management Review, 61(3), 5-18. https://doi.org/10.1177/0008125619841006
  • Seçme, G. (2022). Multi-criteria approach to firm performance evaluation: an application on the banking sector. Ekonomi Politika Ve Finans Arastirmalari Dergisi, 7(2). https://doi.org/10.30784/epfad.1109033
  • Seemiller, C., & Grace, M. (2017). Generation Z: Educating and engaging the next generation of students. About campus, 22(3), 21-26. https://doi.org/10.1002/abc.21293
  • Seyfi, S., Vo‐Thanh, T., & Zaman, M. (2024). Hospitality in the age of gen Z: a critical reflection on evolving customer and workforce expectations. International Journal of Contemporary Hospitality Management, 36(13), 118-134. https://doi.org/10.1108/ijchm-01-2024-0035
  • Seyitoğlulları, O. & Bilen, A. (2020). Kurumsal sosyal sorumluluk üzerine bir literatür taraması. Sosyal Bilimler Akademi Dergisi, 3(2), 195-205. https://doi.org/10.38004/sobad.785251
  • Skarmeas, D., & Leonidou, C. N. (2013). When consumers doubt, watch out! The role of CSR skepticism. Journal of business research, 66(10), 1831-1838. http://dx.doi.org/10.1016/j.jbusres.2013.02.004
  • Stanley, D., Meyer, J., & Topolnytsky, L. (2005). Employee Cynicism and Resistance to Organizational Change. Journal of Business and Psychology, 19, 429-459. https://doi.org/10.1007/S10869-005-4518-2.
  • Sun, J., Leung, X. Y., Zhang, H., & Williams, K. (2022). Attracting generation Z talents to the hospitality industry through COVID CSR practices. International Journal of Contemporary Hospitality Management, 34(4), 1587-1606. https://doi.org/10.1108/IJCHM-03-2021-0293
  • Temiz, H. & VARICI, İ. (2022). Sürdürülebilirlik, kurumsal sosyal sorumluluk ve finansmana erişim arasindaki i̇lişkinin incelenmesi: bist örneği̇. Mehmet Akif Ersoy Üniversitesi Iktisadi Ve Idari Bilimler Fakültesi Dergisi, 9(1), 406-431. https://doi.org/10.30798/makuiibf.912331
  • Thomas, G. (2022). Corporate social responsibility as a sustainable business practice: a study among generation Z customers of indian luxury hotels. Sustainability, 14 (24): 16813. https://doi.org/10.3390/su142416813
  • Valentine, B. D., & L. Powers, T. (2013). Generation Y values and lifestyle segments. Journal of consumer marketing, 30(7), 597-606. https://doi.org/10.1108/JCM-07-2013-0650
  • Vanhamme, J., & Grobben, B. (2009). “Too good to be true!”. The effectiveness of CSR history in countering negative publicity. Journal of Business Ethics, 85, 273-283. https://doi.org/10.1007/s10551-008-9731-2
  • Vicario, R., León-Gómez, A., Gutiérrez-Ruiz, A., & Fernández-Gámez, M. (2020). Sustainable development through corporative social responsability, corporative philanthropy and creating shared value. Technium Social Sciences Journal, 10, 291-298. https://doi.org/10.47577/tssj.v10i1.1325
  • Widjaja, G. (2024). Principles, processes and practices in legal management of organizations. J Law Judic Syst, 7(1), 1-10. https://doi.org/10.22259/2637-5893.0701001
  • Wong, M. C. (2021). Does corporate social responsibility affect Generation Z purchase intention in the food industry. Asian Journal of Business Ethics, 10, 391-407. https://doi.org/10.1007/s13520-021-00136-9
  • Yalman, Y. (2021). Çalışanlara dönük kurumsal sosyal sorumluluk faaliyetlerinin kurumsal itibara etkisi: Sivas’ta bir imalat işletmesi örneği. İnsan ve Toplum Bilimleri Araştırmaları Dergisi, 10 (4), 3685-3710.
  • Yalman, Y. & Çonkar, K. (2020). Türkiye’de, işletmelerin çalışanlarına yönelik kurumsal sosyal sorumluluk faaliyetlerinin kurumsal itibara etkisi. Uluslararası Ekonomi İşletme ve Politika Dergisi, 4(2), 393-408. https://doi.org/10.29216/ueip.783212
  • Yazıcı, R. (2023). Türkiye’deki işletmelerin döngüsel ekonomiye geçiş sürecinde bankacılık sektörünün rolü. The Journal of International Scientific Researches, 8(1), 31-45. https://doi.org/10.23834/isrjournal.1191334
  • Yıldız, H., & Güleç, S. Mutluluk Metaforları: X, Y ve Z Kuşaklararası Karşılaştırma Çalışması. İnsan ve Toplum Bilimleri Araştırmaları Dergisi, 13(2), 644-660.
  • Yoon, Y., Gürhan-Canli, Z., & Schwarz, N. (2006). The effect of corporate social responsibility (CSR) activities on companies with bad reputations. Journal of Consumer Psychology, 16(4), 377-390. https://doi.org/10.1207/s15327663jcp1604_9
  • Yunyi, C., Singh, J., & Kularajasingam, J. (2024). The influence of workforce diversity and job meaningfulness on employee engagement and organizational citizenship behaviors. Human Systems Management, 43(1), 1-15. https://doi.org/10.3233/hsm-220184

Z Kuşağının Şüphecilik Düzeyleri ve İşletmelerin Kurumsal Sosyal Sorumluluk Odağı Algıları: Üniversite Öğrencileri Üzerine Bir Çalışma

Year 2025, Volume: 14 Issue: 2, 986 - 1006, 30.06.2025

Abdülkadir Akturan

https://doi.org/10.15869/itobiad.1614888

Abstract

Z kuşağı, sosyal ve çevresel konulara yönelik artan farkındalıkları ve endişeleriyle tanınmaktadır. Dijital çağda doğan bu kuşak, öncekilere kıyasla teknolojik açıdan daha bilgili ve kurumsal uygulamalar konusunda daha bilinçlidir. Mevcut literatür, Z kuşağının önceki kuşaklara kıyasla kurumsal sosyal ve çevresel katılım konusunda daha yüksek standartlara ve daha yüksek beklentilere sahip olduğunu göstermektedir. Bu çalışma, Z kuşağının kurumsal sosyal sorumluluk (KSS) faaliyetlerine yönelik şüphecilik düzeylerini incelemeyi hedeflemektedir. Ayrıca, çalışma yüksek ve düşük düzeyde şüpheci olan bireylerin kurumsal sosyal sorumluluk odağına dair beklentilerinin farklılık gösterip göstermediğini analiz etmeyi amaçlamaktadır. İşletme ve yönetim bağlamında şüphecilik, şirketlerin sundukları bilgilerin doğruluğuna yönelik temkinli bir tutum olarak değerlendirilir. Bu çerçevede, şüphecilik, bir işletmenin beyan ettiği değerler ile fiili performansı arasında bir tutarsızlık algılandığında ortaya çıkmaktadır. Akademik literatür, Z kuşağı tüketicilerinin KSS uygulamalarını değerli bulduklarını ve bu tür girişimleri ödüllendirme eğiliminde olduklarını, ancak aynı zamanda sosyal sorumluluk iddiasında bulunan şirketlere karşı şüpheci bir tutum sergileyebileceklerini ortaya koymaktadır. Bu çalışma, Z Kuşağı tarafından sergilenen artan şüpheciliğin, şirketlerin kurumsal sosyal sorumluluk faaliyetlerine katılım beklentilerini farklılaştırdığını varsaymaktadır. Veriler 474 katılımcıdan çevrimiçi anket yoluyla toplanmış, araştırma hipotezleri kümeleme analizi ve t-testi kullanılarak analiz edilmiştir. Sonuç olarak, Z kuşağının işletmelerin KSS faaliyetlerine ilişkin şüphecilik algılarına göre iki gruba ayrıldığı bulunmuştur. Yüksek şüphecilik düzeyine sahip olanlar ile düşük şüphecilik düzeyine sahip olanlar KSS odağına ilişkin algıları itibariyle kısmen farklılaşmaktadır. Bu çalışma, Z kuşağının KSS faaliyetlerine ilişkin algılamalarına ilişkin bir kavrayış sağlamaktadır. Ayrıca bu araştırmanın bulguları, önümüzdeki yıllarda önemli bir tüketici ve işgücü demografisi haline gelmeye hazırlanan Z kuşağı ile etkili bir şekilde etkileşim kurmak ve güven tesis etmek isteyen işletmeler için değerli bilgiler sunmaktadır.

Keywords

Z Kuşağı Kurumsal Sosyal Sorumluluk Şüphecilik Etik Beklentiler İş Yeri Değerleri

References

  • Acar, B. (2022). Kurumsal sosyal sorumluluk algılarının demografik değişkenler açısından incelemesi: demir-çelik sektörü örneği. International Journal of Social Humanities Sciences Research. https://doi.org/10.26450/jshsr.3074
  • Ahmad, F., & Guzmán, F. (2021). Consumer skepticism about online reviews and their decision-making process: The role of review self-efficacy and regulatory focus. Journal of Consumer Marketing, 38(5), 587-600. https://doi.org/10.1108/JCM-09-2020-4119
  • Alruthaya, A., Nguyen, T. T., & Lokuge, S. (2021). The application of digital technology and the learning characteristics of Generation Z in higher education. arXiv preprint arXiv:2111.05991. https://doi.org/10.48550/arXiv.2111.05991
  • Arco‐Castro, M., Pérez, M., Rodríguez-Gómez, S., & Sánchez, R. (2020). Do stakeholders modulate philanthropic strategy? corporate philanthropy as stakeholders’ engagement. Sustainability, 12(18), 1-18. https://doi.org/10.3390/su12187242
  • Arıker, Ç., & Toksoy, A. (2017). Generation Z and CSR: Antecedents of purchasing intention of university students. Kafkas Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 8(16), 483-502. https://doi.org/10.9775/kauiibfd.2017.023
  • Bektaş, M. (2024). Sürdürülebilirlik ve iş etiği. E. Akay & N. Palabıyık (Ed.), Sürdürülebilir yönetim (ss. 83-110). Özgür Yayınları.
  • Brazel, J. F., Leiby, J., & Schaefer, T. J. (2022). Do rewards encourage professional skepticism? It depends. The Accounting Review, 97(4), 131-154. https://doi.org/10.2308/TAR-2019-0361
  • Burgess-Wilkerson, B., Hamilton, C., Garrison, C., & Robbins, K. (2019). Preparing millennials as digital citizens and socially and environmentally responsible business professionals in a socially irresponsible climate. arXiv preprint arXiv:1901.06609. https://doi.org/10.48550/arXiv.1901.06609
  • Cezlan, E. Ç. (2024). Sağlık sektöründe iş etiği dinamiklerinin değerlendirilmesi: Bir DEMATEL uygulaması. Afyon Kocatepe Üniversitesi Sosyal Bilimler Dergisi, 26(1), 260-275.
  • Chatzopoulou, E., & de Kiewiet, A. (2021). Millennials' evaluation of corporate social responsibility: The wants and needs of the largest and most ethical generation. Journal of Consumer Behaviour, 20(3), 521-534. https://doi.org/10.1002/cb.1882
  • Cheng, Y., Wang, Y., & Pan, F. (2022). The impact of csr perceptions on employees’ turnover intention during the covid-19 crisis in china. International Journal of Environmental Research and Public Health, 19(14), 1-14. https://doi.org/10.3390/ijerph19148297
  • Ciziceno, M. (2023). What shapes tax morality in younger generations? a comparative analysis between gen y and gen z. Sociology Compass, 18(2). https://doi.org/10.1111/soc4.13179
  • Csobanka, Z. E. (2016). The Z generation. Acta Educationis Generalis, 6(2), 63-76. https://doi.org/10.1515/atd-2016-0012
  • Çelikdemir, D. Z., & Tukel, I. (2015). Incorporating ethics into strategic management with regards to generation Y's view of ethics. Procedia-Social and Behavioral Sciences, 207, 528-535. https://doi.org/10.1016/j.sbspro.2015.10.123
  • Çora, H. (2019). The effects of characteristics of generation Z on 21st century business strategies. Kafkas Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 10(20), 909-926. https://doi.org/10.36543/kauiibfd.2019.038
  • Çuhadar, M., Öncü, H., & Mutlu, H. (2019). Konaklama işletmeleri web sitelerinin kurumsal sosyal sorumluluk içerikleri açısından incelenmesi: antalya örneği. Journal of Recreation and Tourism Research, 6(4), 464-474. https://doi.org/10.31771/jrtr.2019.47
  • Dahlquist, S., & Garver, M. S. (2022). Effects of product and product company information on generation Zs’ purchasing preferences. American Business Review, 25(1), 11. https://doi.org/10.37625/abr.25.1.209-220
  • Djafarova, E., & Foots, S. (2022). Exploring ethical consumption in Gen Z: The role of social media and brand integrity. Journal of Consumer Behaviour, 21(3), 456-468. https://doi.org/10.1002/cb.2015
  • Düger, Y. S., & Bayram, T. (2023). Kurumsal sosyal sorumluluk algısının işveren marka çekiciliğine etkisi: z kuşağı bireylerin kişilik özellikleri bağlamında bir araştırma. Ordu Üniversitesi Sosyal Bilimler Enstitüsü Sosyal Bilimler Araştırmaları Dergisi, 13(1), 1055-1078. https://doi.org/10.48146/odusobiad.1178267
  • Fabiola, K., & Mayangsari, L. (2020). The Influence of Green Skepticism, Environmental Knowledge and Environmental Concern on Generation Z's Green Purchase Intentions in Indonesia. Malaysian Journal of Social Sciences and Humanities (MJSSH), 5(8), 96-105. https://doi.org/10.47405/mjssh.v5i8.470
  • Farooq, Y., & Wicaksono, H. (2021). Advancing on the analysis of causes and consequences of green skepticism. Journal of Cleaner Production, 320, 128927. https://doi.org/10.1016/j.jclepro.2021.128927
  • Forehand, M. R., & Grier, S. (2003). When is honesty the best policy? The effect of stated company intent on consumer skepticism. Journal of consumer psychology, 13(3), 349-356. https://doi.org/10.1207/S15327663JCP1303_15
  • Frederick, W. C. (2018). Corporate social responsibility: From founders to Millennials. In Corporate social responsibility (pp. 3-38). Emerald Publishing Limited. https://doi.org/10.1108/S2514-175920180000002001
  • Gentina, E. (2020). Generation Z in Asia: a research agenda. The new Generation Z in Asia: Dynamics, differences, digitalisation, 3-19. https://doi.org/10.1108/978-1-80043-220-820201002
  • Hair, J. F., Ringle, C. M., & Sarstedt, M. (2013). Partial least squares structural equation modeling: Rigorous applications, better results and higher acceptance. Long range planning, 46(1-2), 1-12. http://dx.doi.org/10.1016/j.lrp.2013.01.001
  • Joo, J. H. (2020). A mediating role of social capital between corporate social responsibility and corporate reputation: Perception of local university on CSR of KHNP. The Journal of Industrial Distribution & Business, 11(3), 63-71. https://doi.org/10.13106/jidb.2020.vol11.no3.63
  • Karaca, Y., & Uyar, K. (2024). X,Y ve Z kuşaklarının kurumsal sosyal sorumluluk reklamlarına karşı tutumlarının nöropazarlama yöntemiyle karşılaştırılması. Uluslararası Yönetim Akademisi Dergisi, 7(2), 390-410. https://doi.org/10.33712/mana.1512162
  • Kim, E., Kwon, E., Hong, S., Shoenberger, H., & Stafford, M. (2023). Mollifying green skepticism: effective strategies for inspiring green participation in the hospitality industry. Frontiers in Psychology, 14, 1-8. https://doi.org/10.3389/fpsyg.2023.1176863
  • Kim, S., & Austin, L. (2020). Effects of CSR initiatives on company perceptions among Millennial and Gen Z consumers. Corporate Communications: An International Journal, 25(2), 299-317. https://doi.org/10.1108/CCIJ-07-2018-0077
  • Klopotan, I., Aleksić, A., & Vinković, N. (2020). Do business ethics and ethical decision making still matter: Perspective of different generational cohorts. Business Systems Research: International Journal of the Society for Advancing Innovation and Research in Economy, 11(1), 31-43. https://doi.org/10.2478/bsrj-2020-0003
  • Kozłowski, W. (2024). Exploring generation Z's skepticism towards cause-related marketing: understanding the antecedents and consequences. Research Papers of Wroclaw University of Economics and Business, 68(2), 106-116. https://doi.org/10.15611/pn.2024.2.09
  • Köse, G. (2020). Toplumsal hareketlenmede önemli bir durak: Sosyal ağlarda dijital aktivizm ve dinamiklerine ilişkin Y ve Z kuşağının farkındalıkları üzerine bir araştırma. OPUS International Journal of Society Researches, 15(22), 1255-1288.
  • Kung, W. (2023). Using the pestel analysis to determine the effectiveness of new digital media strategies. Advances in Economics, Management and Political Sciences, 5(1), 19-25. https://doi.org/10.54254/2754-1169/5/20220054
  • Latif, B., Ong, T. S., Meero, A., Abdul Rahman, A. A., & Ali, M. (2022). Employee-perceived corporate social responsibility (CSR) and employee pro-environmental behavior (PEB): The moderating role of CSR skepticism and CSR authenticity. Sustainability, 14(3), 1380.
  • Maignan, I. (2001). Consumers' perceptions of corporate social responsibilities: A cross-cultural comparison. Journal of business ethics, 30, 57-72. http://dx.doi.org/10.1023/A:1006433928640
  • Marschlich, S. & Hurtado, E. (2025). The effect of third-party certifications on corporate social responsibility communication authenticity and credibility. Corporate Communications an International Journal, 30(7), 1-20. https://doi.org/10.1108/ccij-01-2024-0015
  • Matheny, R. L. (2019). Redefining the future of retail: millennials and gen z envision a more sustainable retail culture. In R. L. Matheny, Journal of Textile Science & Fashion Technology (Vol. 3, Issue 4). https://doi.org/10.33552/jtsft.2019.03.000570
  • Mohr, J. W. (1998). Measuring meaning structures. Annual review of sociology, 24(1), 345-370. https://doi.org/10.1146/annurev.soc.24.1.345
  • Moreno, F., & Kang, J. (2020). How to alleviate consumer skepticism concerning corporate responsibility: The role of content and delivery in CSR communications. Corporate Social Responsibility and Environmental Management, 27(6), 2477-2490. https://doi.org/10.1002/csr.1969
  • Moscato, D., & Hopp, T. (2019). Natural born cynics? The role of personality characteristics in consumer skepticism of corporate social responsibility behaviors. Corporate Reputation Review, 22, 26-37. https://doi.org/10.1057/s41299-018-0058-3
  • Narayanan, S. (2022). Does Generation Z value and reward corporate social responsibility practices?. Journal of Marketing Management, 38(9-10), 903-937. https://doi.org/10.1080/0267257X.2022.2070654
  • Nguyen, N., Priporas, C. V., McPherson, M., & Manyiwa, S. (2023). CSR-related consumer scepticism: A review of the literature and future research directions. Journal of Business Research, 169, 114294. https://doi.org/10.1016/j.jbusres.2023.114294
  • Obermiller, C., & Spangenberg, E. R. (1998). Development of a scale to measure consumer skepticism toward advertising. Journal of consumer psychology, 7(2), 159-186. https://doi.org/10.1207/s15327663jcp0702_03
  • Oskouei, Z. (2019). Linking social and economic responsibilities and financial performance: the assisting role of innovation for an oil engineering and development company. International Journal of Finance & Economics, 24(3), 1345-1354. https://doi.org/10.1002/ijfe.1722
  • Otchere, O., Owusu, G., & Bekoe, R. (2022). Determinants of whistleblowing intentions of accountants: a middle range theoretical perspective. Journal of Financial Crime, 30(5), 1162-1181. https://doi.org/10.1108/jfc-07-2022-0168
  • Rank, S., & Contreras, F. (2021). Do millennials pay attention to corporate social responsibility in comparison to previous generations? Are they motivated to lead in times of transformation? A qualitative review of generations, CSR and work motivation. International Journal of Corporate Social Responsibility, 6, 1-13. https://doi.org/10.1186/s40991-020-00058-y
  • Rim, H., & Kim, S. (2016). Dimensions of corporate social responsibility (CSR) skepticism and their impacts on public evaluations toward CSR. Journal of Public Relations Research, 28(5-6), 248-267. https://doi.org/10.1080/1062726X.2016.1261702
  • Robichaud, L., & Yu, S. (2021). Ethical consumption among Gen Z: The influence of social interactions and brand integrity. Journal of Retailing and Consumer Services, 58, 102345. https://doi.org/10.1016/j.jretconser.2020.102345
  • Said, R. A., Rashid, M. A. A., & Othman, M. A. (2020). Generation Z for job employment: Characteristic and expectation. International Journal of Academic Research in Business and Social Sciences, 10(3), 570-575. http://dx.doi.org/10.6007/IJARBSS/v10-i3/7072
  • Sawicka, J., & Marcinkowska, E. (2023). Environmental CSR and the purchase declarations of Generation Z consumers. Sustainability, 15(17), 12759. https://doi.org/10.3390/su151712759
  • Schroth, H. (2019). Are you ready for Gen Z in the workplace?. California Management Review, 61(3), 5-18. https://doi.org/10.1177/0008125619841006
  • Seçme, G. (2022). Multi-criteria approach to firm performance evaluation: an application on the banking sector. Ekonomi Politika Ve Finans Arastirmalari Dergisi, 7(2). https://doi.org/10.30784/epfad.1109033
  • Seemiller, C., & Grace, M. (2017). Generation Z: Educating and engaging the next generation of students. About campus, 22(3), 21-26. https://doi.org/10.1002/abc.21293
  • Seyfi, S., Vo‐Thanh, T., & Zaman, M. (2024). Hospitality in the age of gen Z: a critical reflection on evolving customer and workforce expectations. International Journal of Contemporary Hospitality Management, 36(13), 118-134. https://doi.org/10.1108/ijchm-01-2024-0035
  • Seyitoğlulları, O. & Bilen, A. (2020). Kurumsal sosyal sorumluluk üzerine bir literatür taraması. Sosyal Bilimler Akademi Dergisi, 3(2), 195-205. https://doi.org/10.38004/sobad.785251
  • Skarmeas, D., & Leonidou, C. N. (2013). When consumers doubt, watch out! The role of CSR skepticism. Journal of business research, 66(10), 1831-1838. http://dx.doi.org/10.1016/j.jbusres.2013.02.004
  • Stanley, D., Meyer, J., & Topolnytsky, L. (2005). Employee Cynicism and Resistance to Organizational Change. Journal of Business and Psychology, 19, 429-459. https://doi.org/10.1007/S10869-005-4518-2.
  • Sun, J., Leung, X. Y., Zhang, H., & Williams, K. (2022). Attracting generation Z talents to the hospitality industry through COVID CSR practices. International Journal of Contemporary Hospitality Management, 34(4), 1587-1606. https://doi.org/10.1108/IJCHM-03-2021-0293
  • Temiz, H. & VARICI, İ. (2022). Sürdürülebilirlik, kurumsal sosyal sorumluluk ve finansmana erişim arasindaki i̇lişkinin incelenmesi: bist örneği̇. Mehmet Akif Ersoy Üniversitesi Iktisadi Ve Idari Bilimler Fakültesi Dergisi, 9(1), 406-431. https://doi.org/10.30798/makuiibf.912331
  • Thomas, G. (2022). Corporate social responsibility as a sustainable business practice: a study among generation Z customers of indian luxury hotels. Sustainability, 14 (24): 16813. https://doi.org/10.3390/su142416813
  • Valentine, B. D., & L. Powers, T. (2013). Generation Y values and lifestyle segments. Journal of consumer marketing, 30(7), 597-606. https://doi.org/10.1108/JCM-07-2013-0650
  • Vanhamme, J., & Grobben, B. (2009). “Too good to be true!”. The effectiveness of CSR history in countering negative publicity. Journal of Business Ethics, 85, 273-283. https://doi.org/10.1007/s10551-008-9731-2
  • Vicario, R., León-Gómez, A., Gutiérrez-Ruiz, A., & Fernández-Gámez, M. (2020). Sustainable development through corporative social responsability, corporative philanthropy and creating shared value. Technium Social Sciences Journal, 10, 291-298. https://doi.org/10.47577/tssj.v10i1.1325
  • Widjaja, G. (2024). Principles, processes and practices in legal management of organizations. J Law Judic Syst, 7(1), 1-10. https://doi.org/10.22259/2637-5893.0701001
  • Wong, M. C. (2021). Does corporate social responsibility affect Generation Z purchase intention in the food industry. Asian Journal of Business Ethics, 10, 391-407. https://doi.org/10.1007/s13520-021-00136-9
  • Yalman, Y. (2021). Çalışanlara dönük kurumsal sosyal sorumluluk faaliyetlerinin kurumsal itibara etkisi: Sivas’ta bir imalat işletmesi örneği. İnsan ve Toplum Bilimleri Araştırmaları Dergisi, 10 (4), 3685-3710.
  • Yalman, Y. & Çonkar, K. (2020). Türkiye’de, işletmelerin çalışanlarına yönelik kurumsal sosyal sorumluluk faaliyetlerinin kurumsal itibara etkisi. Uluslararası Ekonomi İşletme ve Politika Dergisi, 4(2), 393-408. https://doi.org/10.29216/ueip.783212
  • Yazıcı, R. (2023). Türkiye’deki işletmelerin döngüsel ekonomiye geçiş sürecinde bankacılık sektörünün rolü. The Journal of International Scientific Researches, 8(1), 31-45. https://doi.org/10.23834/isrjournal.1191334
  • Yıldız, H., & Güleç, S. Mutluluk Metaforları: X, Y ve Z Kuşaklararası Karşılaştırma Çalışması. İnsan ve Toplum Bilimleri Araştırmaları Dergisi, 13(2), 644-660.
  • Yoon, Y., Gürhan-Canli, Z., & Schwarz, N. (2006). The effect of corporate social responsibility (CSR) activities on companies with bad reputations. Journal of Consumer Psychology, 16(4), 377-390. https://doi.org/10.1207/s15327663jcp1604_9
  • Yunyi, C., Singh, J., & Kularajasingam, J. (2024). The influence of workforce diversity and job meaningfulness on employee engagement and organizational citizenship behaviors. Human Systems Management, 43(1), 1-15. https://doi.org/10.3233/hsm-220184
There are 71 citations in total.

Details

Primary Language Turkish
Subjects Business Administration
Journal Section Articles
Authors

Abdülkadir Akturan 0009-0008-9107-0333

Early Pub Date June 18, 2025
Publication Date June 30, 2025
Submission Date January 7, 2025
Acceptance Date April 14, 2025
Published in Issue Year 2025 Volume: 14 Issue: 2

Cite

APA Akturan, A. (2025). Z Kuşağının Şüphecilik Düzeyleri ve İşletmelerin Kurumsal Sosyal Sorumluluk Odağı Algıları: Üniversite Öğrencileri Üzerine Bir Çalışma. İnsan Ve Toplum Bilimleri Araştırmaları Dergisi, 14(2), 986-1006. https://doi.org/10.15869/itobiad.1614888
 Download Cover Image

Journal of the Human and Social Science Researches is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License (CC BY NC).