Open AccessAt the Intersection of Corporate Social Irresponsibility, Gender, and Race: Millennial and Gen Z Consumer Loyalty
Author(s) -
Frances Turner,
Marianne Marar Yacobian,
Janis K. Zaima
Publication year - 2022
Publication title -
archives of business research
Language(s) - English
Resource type - Journals
ISSN - 2054-7404
DOI - 10.14738/abr.102.11757
Subject(s) - scrutiny , race (biology) , loyalty , intersection (aeronautics) , corporate social responsibility , perception , social identity theory , identity (music) , marketing , advertising , sociology , business , gender studies , social psychology , public relations , political science , psychology , social group , law , physics , engineering , neuroscience , acoustics , aerospace engineering
Corporations are under increasing scrutiny by stakeholders regarding whether their activities do good or do bad. This study explores perceptions of corporate social irresponsibility (CSiR) at the intersection of race and gender among Millennial and Gen Z women and people of color (POC). It considers the effect these groups’ sentiments exert on consumer behavior and loyalty. Results suggest race is the predominant identity shaping repeated patronage of a company. Intra-racial similarities were more noteworthy than intra-gendered assessments. This research advances literature on CSiR, multiracial marketing, and Millennial and Gen Z consumers, offering guidance regarding firms’ socially responsible actions.