Utility of Z Generation in Context of Corporate Social Responsibility Towards Green Environment

The Z generation’s values and behaviors are shaping the future of consumerism and sustainability. So different initiatives are increasingly important for firms to maintain a positive reputation and attract environmentally conscious consumers because consumers are becoming more and more conscious about environmental preservation in recent years. Therefore, several organizations nowadays are adopting green production techniques, considering environmental preservation as an integral part of corporate social responsibility (CSR). Understanding the perspective and behavior of consumers will help to formulate the effective CSR strategies that promote sustainable consumption and reduce harm to the environment. The current study examined how the utility and purchase intention of Z generation towards green products are influenced by CSR, consumers’ conformity, and green perceived value (GPV). An online survey is conducted for Chinese consumers who are in the age of 18–24 years for data collection. The questionnaire was sent to a sample of 870 consumers, out of which 563 valid responses were selected. The structural equation model is used for empirical analysis. It is found that CSR, GPV, and purchasing of green products increase the utility of Z generation. Besides that, it is revealed that the CSR and GPV significantly influence the purchase of green products in the Z generation. The findings of the study suggest that firms should host events to educate the Z generation about green projects and the efforts made for society by the firms.