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Trách nhiệm xã hội của doanh nghiệp có ảnh hưởng đến ý định mua sắm của thế hệ Z trong ngành thực phẩm?
Tóm tắt
Trách nhiệm xã hội của doanh nghiệp (CSR) ngày càng trở nên phổ biến trong thế giới kinh doanh và được coi là một trong những yếu tố quyết định ý định mua sắm của khách hàng. Do đó, các doanh nghiệp buộc phải thực hiện các sáng kiến CSR để thu hút khách hàng của mình. Thế hệ Z lớn lên trong một thế giới với internet và mạng xã hội. Họ có khả năng xử lý công nghệ tốt hơn và dựa vào internet hoặc mạng xã hội để nhận hoặc tìm kiếm thông tin. Họ cũng quan tâm đến các vấn đề xã hội hoặc các vấn đề môi trường. Vì vậy, CSR là một trong những yếu tố mà họ xem xét khi đưa ra quyết định mua hàng. Nghiên cứu này nhằm khám phá xem CSR có ảnh hưởng đến ý định mua sắm của thế hệ Z trong ngành thực phẩm hay không và các loại hình CSR nào có tác động đến ý định mua sắm của thế hệ Z. Một cuộc khảo sát đã được thực hiện để thu thập dữ liệu từ những người trẻ tuổi tại một cơ sở giáo dục sau trung học. Kết quả cho thấy thế hệ Z sẽ xem xét hiệu suất CSR của các doanh nghiệp trong ngành thực phẩm khi họ đưa ra quyết định mua sắm. Hầu hết các sáng kiến CSR, ngoại trừ các sáng kiến liên quan đến cổ đông, đều có tác động đến ý định mua sắm. Điều này có thể do đặc điểm của thế hệ Z.
Từ khóa
#trách nhiệm xã hội của doanh nghiệp #thế hệ Z #ý định mua sắm #ngành thực phẩmTài liệu tham khảo
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