Journal of Scholastic Inquiry: Business
Volume 11 Page 53
The Gender Effect on Millennials’ Perception of Corporate Social Irresponsibility and Consumer Behavior Marianne Marar Yacobian Menlo College Frances Turner Wilkes University Sidhu School of Business Janis K. Zaima Menlo College
Abstract While Millennials agree that corporate social responsibility (CSR) is important and object to corporate social irresponsibility (CSiR), they are reluctant to give up the electronic devices they purchased from a leading brand. Our study finds there is a gendered difference in Millennial consumers’ reactions to incidences of CSiR. Females are more dissatisfied with a company involved in CSiR and are likely to try another brand the next time they are in the market for a new device, while males are neutral about the firm’s CSiR. Females strongly disagree with the statement, “I am happy with corporate profits made by using the cheapest labor,” while males somewhat disagree. Finally, Millennials show loyalty to the brand’s firm despite that company’s CSiR behavior.
Keywords: Corporate social irresponsibility, consumer behavior, gender effect
