Responsible Activities of the Company/Brand and their Impact on Its Positive Image in the Opinion of Generation Z Consumers

Purpose: The aim of the study is to present the relationship between the way generation Z consumers perceive socially responsible company/brand activities in the area of consumer rights protection and initiatives undertaken in the social environment and the creation of a positive brand image in the eyes of young consumers. Design/methodology/approach: The study was conducted on a sample of 500 consumers in the period August-September 2023 throughout Poland (16 voivodeships). The sample selection was random. The study covered consumers of Generation Z (aged 18 to 28), both sexes and from towns with different numbers of inhabitants, following clothing brands on social media. The method used in the study was a diagnostic survey. Findings: The research results show that Generation Z consumers are more likely to notice socially responsible brand actions in relation to consumer rights than initiatives implemented by the brand in the social environment. They also show that the perception of a brand's socially responsible actions determines its positive image. On the other hand, the perception of these actions as socially irresponsible does not translate into a lack of a positive brand image. Moreover, consumers who do not have an opinion on the brand's actions that demonstrate their social responsibility declare an equally high perception of a positive brand image. Practical implications: The research results show that a significant percentage of Generation Z consumers do not have sufficient knowledge about socially responsible initiatives undertaken by their favorite brands in the social environment. Therefore, socially responsible brands that engage in local social problems, support the local community, or encourage customers to practice responsible practices in their activities should use more opportunities to communicate to consumers the actions taken in this area in order to create a more expressive image of a responsible brand. Originality/value: The article has primarily cognitive value, emphasizing the importance of the perception of socially responsible actions taken by brands in creating a positive brand image. Until now, many studies have contributed to understanding the impact of brand actions perceived as socially responsible on building a brand image. However, few of these studies concern Generation Z consumers. The article therefore enriches the current theory of socially responsible brand practices and their role in building a positive brand image in the minds of young consumers.