Journal Press India^®

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Purpose: The present study investigates the attitudes of millennials toward an industry or corporation’s social responsibility reputation when the millennials adopt certain roles. Specifically, to what extent do millennials consider the corporate social responsibility (CSR) reputation of an entity when they adopt the role of consumer, employee, investor, entrepreneur, or philanthropist?. Design/Methodology/Approach: 183 MBA students across four cohorts and three countries were surveyed via a questionnaire using a combination of Likert scale and open-ended responses. Findings: Findings show millennials consider an entity’s CSR reputation to be important in all roles; however, they place the highest importance as a philanthropist and the lowest importance as a consumer. The instrument also asked participants to rank their favorite and least favorite CSR industry, as well as their favorite and least favorite CSR corporation. Interesting responses were revealed. Research Limitations: It could be argued that this research is somewhat limited by not delving deeper into participants’ CSR attitudes by using a more extensive survey instrument. Also, comparisons with the attitudes of other generations would be useful. Managerial Implications: This research shows that millennials view CSR as an important part of any business; they feel that it should be embedded in a corporation’s culture, supported by government, and rewarded by consumers, employees, and stockholders. They feel that each business should consider the CSR consequences of any potential project. They also place importance on companies being transparent with respect to their CSR actions. Originality/Value: This study supports research that acknowledges the importance of CSR by millennials.

Keywords

Corporate Social Responsibility, Sustainability, Millennials, Consumers