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

Yıl 2025, Cilt: 14 Sayı: 2, 986 - 1006, 30.06.2025

Abdülkadir Akturan

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

Öz

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.

Anahtar Kelimeler

Generation Z Corporate Social Responsibility Skepticism Ethical Expectations Workplace Values

Kaynakça

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

Yıl 2025, Cilt: 14 Sayı: 2, 986 - 1006, 30.06.2025

Abdülkadir Akturan

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

Öz

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.

Anahtar Kelimeler

Z Kuşağı Kurumsal Sosyal Sorumluluk Şüphecilik Etik Beklentiler İş Yeri Değerleri

Kaynakça

  • 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
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  • 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
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  • 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.
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  • 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
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  • 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
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  • 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
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  • 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
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Toplam 71 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular İşletme
Bölüm Makaleler
Yazarlar

Abdülkadir Akturan 0009-0008-9107-0333

Erken Görünüm Tarihi 18 Haziran 2025
Yayımlanma Tarihi 30 Haziran 2025
Gönderilme Tarihi 7 Ocak 2025
Kabul Tarihi 14 Nisan 2025
Yayımlandığı Sayı Yıl 2025 Cilt: 14 Sayı: 2

Kaynak Göster

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
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