Generational differences in CSR perception: focusing on Italian e-commerce market

Corporate social responsibility (CSR) has become very popular concept due to its potential to improve image, overall reputation and competiveness of the companies as well as due to its potential to enhance employees’ and customers’ engagement. CSR thus brings obvious benefits not only for the society but also for the companies themselves. The aim of the paper is to examine the opinions and attitudes of the two generational groups - generation Y and Z towards CSR activities and initiatives in the e-commerce environment, in particular, to find out whether there are statistically significant generational and gender differences in the perception of the importance of participation of companies (operating in the field of e-commerce) in CSR. Respondents were potential and current e-shop customers in Italy, while the research revealed statistically significant gender and generational differences in views on the importance of companies’ involvement in CSR. Research also confirmed statistically significant differences in the perception of the importance of employers’ treatment of employees in preference of a particular e-shop.