Corporate Social Responsibility and Generation Z Purchase Intentions: A Cross-National Study

In response to growing social and environmental challenges, corporate social responsibility (CSR) has become a key determinant of consumer evaluations, particularly among Generation Z, a cohort noted for its heightened awareness of sustainability and ethical business practices. This study examines how CSR practices influence Gen Z consumers' purchase intentions in Greece and Germany, two countries with distinct cultural and economic contexts. Building on the Theory of Planned Behavior, we develop and test an extended model incorporating consumer environmental consciousness and trust in CSR practices. Results from Generation Z samples in both countries indicate that attitudes toward CSR and trust in CSR practices are strong predictors of purchase intentions, while perceived behavioral control shows no significant effect. Subjective norms are significant only in Germany, whereas environmental consciousness is significant only in Greece, underscoring the contextual influence of cultural and economic environments. These findings extend CSR theory beyond the TPB framework and provide actionable insights for adapting CSR communication and strategy across markets. The study also highlights Gen Z's pivotal role in driving responsible consumption and supporting socially and environmentally committed brands.