The Perception of Corporate Social Responsibility among Millennials and Gen Z

Corporate Social Responsibility (CSR) is increasingly recognized as an essential element in business strategies, particularly for engaging socially conscious consumers like Millennials and Generation Z, as there is an ever-growing demand from this generational cohort for transparency and ethical practices from organizations. The objective of this paper is to determine the perception of CSR among Millennials and Gen Z. To achieve this objective, the study employs a quantitative approach through the case study of the Rimini Social Club, a network of businesses and entities based in Rimini, Italy, utilizing a 5-point Likert scale quantitative survey. The survey both had a generic section on CSR with the aim of investigating the level of knowledge and importance that the sample attributes to socially responsible activities carried out by business companies and a specific section on the Rimini Social Club, which aimed to explore the knowledge, perception, and interest of respondents regarding the Rimini network. Key findings suggest that respondents support CSR practices and would be willing to pay a higher price for products from companies that support local culture and products, environmental protection, and the local community.