PL
 |
EN

PL EN

Preferencje help
Polish version English version Język
Widoczny [Schowaj] Abstrakt
Liczba wyników
Tytuł artykułu

Scepticism as a moderator of Generation Z’s attitudes towards CSR and green products

Autorzy
Skowron-Mielnik Beata , Borusiak Barbara , Cyfert Szymon , Stefańska Magdalena , Szymkowiak Andrzej , Waligóra Anna
Treść / Zawartość
Pełne teksty:
Skowron-Mielnik_scepticism_2_25.pdf
Identyfikatory
DOI
10.34659/eis.2025.93.2.1001
Warianty tytułu
PL
Czy ufają? Sceptycyzm jako moderator postaw pokolenia z wobec CSR i produktów ekologicznych
Języki publikacji
EN
Abstrakty
EN
The aim of the study is to explain how Generation Z students' scepticism towards environmental claims moderates the relationship between the value of green consumption and attitudes towards corporate social responsibility (CSR) and green products. Data collected through a computer-assisted web interview survey from 582 students of economics and business were analysed through structural equation modelling. The results suggest that green consumption values are positively related to attitudes towards CSR and green products. They also show that scepticism about environmental claims plays an important role in moderating the relationship between green consumption values and attitudes towards green products, but has no effect on the relationship between green consumption values and students' attitudes towards CSR. The model is limited to only a few dimensions, but it would be cognitively interesting to see how perceptions of greenwashing influence attitudes towards green products. The limitations of the study are also due to the sample used to test the hypotheses and the conceptual model. The results may be useful for the design of business marketing communications and educational programmes. In the future, we suggest identifying how to transform limited trust in green products, which is an inhibiting factor, into an incentive to develop positive attitudes towards green product claims.
PL
Celem badania jest wyjaśnienie, w jaki sposób sceptycyzm studentów z pokolenia Z wobec roszczeń środowiskowych moderuje związek między wartością zielonej konsumpcji a postawami dotyczącymi CSR i ekologicznych produktów. Dane zebrane za pomocą wspomaganej komputerowo ankiety internetowej od 582 studentów ekonomii i biznesu zostały prze-analizowane za pomocą modelowania równań strukturalnych. Wyniki sugerują, że wartości związane z ekologiczną konsumpcją są pozytywnie powiązane z postawami wobec CSR i ekologicznych produktów. Pokazują również, że sceptycyzm wobec roszczeń środowiskowych odgrywa ważną rolę w moderowaniu związku między wartością zielonej konsumpcji a postawami wobec ekologicznych produktów, ale nie ma wpływu na związek między wartością zielonej konsumpcji a postawami studentów wobec CSR. Model jest ograniczony do zaledwie kilku wymiarów, jednak poznawczo interesujące byłoby sprawdzenie, w jaki sposób postrzeganie greenwashingu wpływa na postawy wobec zielonych produktów. Ograniczenia badania wynikają również z próby wykorzystanej do testowania hipotez i modelu koncepcyjnego. Wyniki mogą być przydatne przy projektowaniu komunikacji marketingowej w biznesie i programów edukacyjnych. W przyszłych badaniach sugerujemy rozpoznanie, jak przekształcić ograniczone zaufanie do produktów ekologicznych, które jest czynnikiem hamującym, w bodziec do rozwijania pozytywnych postaw wobec twierdzeń dotyczących produktów ekologicznych.
Słowa kluczowe
EN
PL
Wydawca
Polskie Stowarzyszenie Ekonomistów Środowiska i Zasobów Naturalnych
Czasopismo
Economics and Environment
Rocznik
2025
Tom
No. 2
Strony
art. no. 1001
Opis fizyczny
Bibliogr. 58 poz., rys., tab., wykr.
Twórcy
autor
Skowron-Mielnik Beata
Beata.Skowron-Mielnik@ue.poznan.pl
  • Poznań University of Economics and Business, Niepodległości Avenue 10, 61-875 Poznań, Poland
autor
Borusiak Barbara
  • Poznań University of Economics and Business
autor
Cyfert Szymon
  • Poznań University of Economics and Business
autor
Stefańska Magdalena
  • Poznań University of Economics and Business
autor
Szymkowiak Andrzej
  • Poznań University of Economics and Business
autor
Waligóra Anna
  • Poznań University of Economics and Business
Bibliografia
  • Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211. https://doi.org/10.1016/0749-5978(91)90020-T
  • Ajzen, I. (2001). Nature and Operation of Attitudes. Annual Review of Psychology, 52(1), 27-58. https://doi.org/10.1146/annurev.psych.52.1.27
  • Alagarsamy, S., Mehrolia, S., & Mathew, S. (2021). How Green Consumption Value Affects Green Consumer Behaviour: The Mediating Role of Consumer Attitudes Towards Sustainable Food Logistics Practices. Vision, 25(1), 65-76. https://doi.org/10.1177/0972262920977986
  • Albayrak, T., Caber, M., Moutinho, L., & Herstein, R. (2011). The influence of skepticism on green purchase behavior. International Journal of Business and Social Science, 2(13), 189-197.
  • Anand, M., & Singh, J. (2021). Business students’ perception of corporate social responsibility: an exploratory study. Decision, 48, 261-284. https://doi.org/10.1007/s40622-021-00284-8
  • Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411-423. https://psycnet.apa.org/doi/10.1037/0033-2909.103.3.411
  • Anuar, M. M., & Mohamad, O. (2012). Effects of skepticism on consumer response toward cause-related marketing in Malaysia. International Business Research, 5(9), 98-105. https://doi.org/10.5539/ibr.v5n9p98
  • Asemah, E. S., Okpanachi, R. A., & Edegoh, L. O. (2013). Business Advantages of Corporate Social Responsibility Practice: A Critical Review. New Media and Mass Communication, 18, 45-54. https://www.iiste.org/Journals/index.php/NMMC/article/view/8414
  • Bae, J., & Cameron, G. T. (2006). Conditioning effect of prior reputation on perception of corporate giving. Public Relations Review, 32(2), 144-150. https://doi.org/10.1016/j.pubrev.2006.02.007
  • Bae, M. (2018). Overcoming skepticism toward cause-related marketing claims: the role of consumers’ attributions and a temporary state of skepticism. Journal of Consumer Marketing, 35(2), 194-207. https://doi.org/10.1108/JCM-06-2016-1827
  • Bentler, P. M., & Bonett, D. G. (1980). Significance tests and goodness of fit in the analysis of covariance structures. Psychological Bulletin, 88(3), 588-606. https://psycnet.apa.org/doi/10.1037/0033-2909.88.3.588
  • Bollen, K. A. (1989). Structural equations with latent variables. New York: John Wiley and Sons.
  • Borusiak, B. (2021). Sustainability, sustainable development and corporate social responsibility. In M. Stefańska (Ed.), Sustainability and sustainable development (pp. 27-33). Poznań: Poznań University of Economics and Business. https://doi.org/10.18559/978-83-8211-074-6/I2
  • Chen, J., & Lobo, A. (2012). Organic food products in China: determinants of consumers’ purchase intentions. The International Review of Retail, Distribution and Consumer Research, 22(3), 293-314. http://dx.doi.org/10.1080/09593969.2012.682596
  • Connors, S., Anderson-MacDonald, S., & Thomson, M. (2017). Overcoming the ‘Window Dressing’ Effect: Mitigating the Negative Effects of Inherent Skepticism Towards Corporate Social Responsibility. Journal of Business Ethics, 145(3), 599-621. https://doi.org/10.1007/s10551-015-2858-z
  • Cronbach, L. J. (1951). Coefficient alpha and the internal structure of tests. Psychometrika, 16(3), 297-334. https://psycnet.apa.org/doi/10.1007/BF02310555
  • de Freitas Netto, S. V., Sobral, M. F. F., Ribeiro, A. R. B., & da Luz Soares, G. R. (2020). Concepts and forms of greenwashing: a systematic review. Environmental Sciences Europe, 32, 19. https://doi.org/10.1186/s12302-020-0300-3
  • de Jong, M. D. T., Huluba, G., & Beldad, A. D. (2020). Different Shades of Greenwashing: Consumers’ Reactions to Environmental Lies, Half-Lies, and Organizations Taking Credit for Following Legal Obligations. Journal of Business and Technical Communication, 34(1), 38-76. https://doi.org/10.1177/1050651919874105
  • Do Paço, A., & Raposo, M. (2009). “Green” segmentation: An application to the Portuguese consumer market. Marketing Intelligence & Planning, 27(3), 364-379. https://doi.org/10.1108/02634500910955245
  • Duong, C. D. (2024). Environmental corporate social responsibility initiatives and the attitude-intention-behavior gap in green consumption. Social Responsibility Journal, 20(2), 305-325. https://doi.org/10.1108/SRJ-11-2022-0487
  • Eagly, A. H., & Chaiken, S. (1993). The Psychology of Attitudes. New York: Harcourt Brace Jovanovich College Publishers.
  • Elving, W. J. L. (2013). Scepticism and corporate social responsibility communications: the influence of fit and reputation. Journal of Marketing Communications, 19(4), 277-292. https://doi.org/10.1080/13527266.2011.631569
  • Fabiola, K., & Mayangsari, L. (2020). The Influence of Green Skepticism, Environmental Knowledge and Environmental Concern on Generation Z’s Green Purchase Intentions in Indonesia. Malaysian Journal of Social Sciences and Humanities, 5(8), 96-105. https://doi.org/10.47405/mjssh.v5i8.470
  • Fishbein, M., & Ajzen, I. (1975). Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research. Reading, MA: Addison-Wesley.
  • Forehand, M. R., & Grier, S. (2003). When is Honesty the Best Policy? The Effect of Stated Company Intent on Consumer Skepticism. Journal of Consumer Psychology, 13(3), 349-356. https://psycnet.apa.org/doi/10.1207/S15327663JCP1303_15
  • Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50. https://doi.org/10.2307/3151312
  • Francis, T., & Hoefel, F. (2018). Generation Z characteristics and its implications for companies. McKinsey and Company. https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation-z-and-its-implications-for-companies#
  • Gomes, S., Lopes, J. M., & Nogueira, S. (2023). Willingness to pay more for green products: A critical challenge for Gen Z. Journal of Cleaner Production, 390, 136092. https://doi.org/10.1016/j.jclepro.2023.136092
  • Haller, K., Glass, S., Wrong, C. K., & Cheung, J. (2018). What do Gen Z shoppers really want? IBM. https://www.ibm.com/thought-leadership/institute-business-value/report/genzshoppers
  • Ham, C. D., & Kim, J. (2020). The effects of CSR communication in corporate crises: Examining the role of dispositional and situational CSR skepticism in context. Public Relations Review, 46, 101792-101792. https://doi.org/10.1016/j.pubrev.2019.05.013
  • Hang, Y., Sarfraz, M., Khalid, R., Ozturk, I., & Tariq, J. (2022). Does corporate social responsibility and green product innovation boost organizational performance? A moderated mediation model of competitive advantage and green trust. Economic Research-Ekonomska Istraživanja, 35(1), 5379-5399. https://doi.org/10.1080/1331677X.2022.2026243
  • Haws, K. L., Winterich, K. P., & Naylor, R. W. (2013). Seeing the world through GREEN-tinted glasses: Green consumption values and responses to environmentally friendly products. Journal of Consumer Psychology, 24(3), 336-354. https://doi.org/10.1016/j.jcps.2013.11.002
  • Hu, L. T., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling: A Multidisciplinary Journal, 6(1), 1-55. https://doi.org/10.1080/10705519909540118
  • Hyytinen, H., Laakso, S., Pietikäinen, J., Ratvio, R., Ruippo, L., Tuononen, T., & Vainio, A. (2023). Perceived interest in learning sustainability competencies among higher education students. International Journal of Sustainability in Higher Education, 24(9), 118-137. https://doi.org/10.1108/IJSHE-06-2022-0198
  • Joshi, Y., & Rahman, Z. (2015). Factors Affecting Green Purchase Behaviour and Future Research Directions. International Strategic Management Review, 3(1-2), 128-143. https://doi.org/10.1016/j.ism.2015.04.001
  • Kim, S., & Rim, H. (2019). The role of public skepticism and distrust in the process of CSR communication. International Journal of Business Communication, 61(2), 198-218. https://doi.org/10.1177/2329488419866888
  • Kıymalıoğlu, A. (2023). How are ad scepticism levels of young consumers shaped? Testing with simultaneous quantile regression analysis. Business & Management Studies: An International Journal, 11(1), 66-80. https://doi.org/10.15295/bmij.v11i1.2172
  • Lee, N., Choi, Y. J., Youn, C., & Lee, Y. (2012). Does Green Fashion Retailing Make Consumers More Eco-friendly?: The Influence of Green Fashion Products and Campaigns on Green Consciousness and Behavior. Clothing and Textiles Research Journal, 30(1), 67-82. https://doi.org/10.1177/0887302X12446065
  • Leonidou, C. N., & Skarmeas, D. (2017). Gray Shades of Green: Causes and Consequences of Green Skepticism. Journal of Business Ethics, 144, 401-415. https://doi.org/10.1007/s10551-015-2829-4
  • Liao, Y. K., Wu, W. Y., & Pham, T. T. (2020). Examining the moderating effects of green marketing and green psychological benefits on customers’ green attitude, value and purchase intention. Sustainability, 12(18), 7461. https://doi.org/10.3390/su12187461
  • Matthes, J., & Wonneberger, A. (2014). The Skeptical Green consumption Revisited: Testing the Relationship Between Green Consumerism and Skepticism Toward Advertising. Journal of Advertising, 43(2), 115-127. https://doi.org/10.1080/00913367.2013.834804
  • Matute-Vallejo, J., Bravo, R., & Pina, J. M. (2011). The influence of corporate social responsibility and price fairness on customer behaviour: Evidence from the financial sector. Corporate Social Responsibility and Environmental Management, 18(6), 317-331. https://doi.org/10.1002/csr.247
  • Mehta, P., & Chahal, H. S. (2021). Consumer attitude towards green products: revisiting the profile of green consumers using segmentation approach. Management of Environmental Quality, 32(5), 902-928. https://doi.org/10.1108/MEQ-07-2020-0133
  • Mohr, L. A., Eroǧlu, D., & Ellen, P. S. (1998). The Development and Testing of a Measure of Skepticism Toward Environmental Claims in Marketers’ Communications. Journal of Consumer Affairs, 32(1), 30-55. https://doi.org/10.1111/j.1745-6606.1998.tb00399.x
  • Narayanan, S. (2022). Does Generation Z value and reward corporate social responsibility practices? Journal of Marketing Management, 38(6), 1-35. https://doi.org/10.1080/0267257X.2022.2070654
  • Obermiller, C., & Spangenberg, E. R. (1998). Development of a Scale to Measure Consumer Skepticism Toward Advertising. Journal of Consumer Psychology, 7(2), 159-186. https://doi.org/10.1207/s15327663jcp0702_03
  • Obermiller, C., Spangenberg, E., & MacLachlan, D. L. (2005). Ad Skepticism: The Consequences of Disbelief. Journal of Advertising, 34(3), 7-17. https://doi.org/10.1080/00913367.2005.10639199
  • Petro, G. (2021). Gen Z is emerging as the sustainability generation. Forbes. https://www.forbes.com/sites/gregpetro/2021/04/30/gen-z-is-emerging-as-the-sustainability-generation/?sh=313634088699
  • Sidiropoulos, E. (2018). The personal context of student learning for sustainability: results of a multi-university research study. Journal of Cleaner Production, 181, 537-554. https://doi.org/10.1016/j.jclepro.2018.01.083
  • Singhapakdi, A., Vitell, S. J., Rallapalli, K. C., & Kraft, K. L. (1996). The Perceived Role of Ethics and Social Responsibility: A Scale Development. Journal of Business Ethics, 15, 1131-1140. https://doi.org/10.1007/BF00412812
  • Skarmeas, D., & Leonidou, C. N. (2013). When consumers doubt, Watch out! The role of CSR skepticism. Journal of Business Research, 66(10), 1831-1838. https://doi.org/10.1016/j.jbusres.2013.02.004
  • Sony, A., Ferguson, D., & Beise-Zee, R. (2015). How to go green: Unraveling green preferences of consumers. Asia-Pacific Journal of Business Administration, 7(1), 56-72. https://doi.org/10.1108/APJBA-06-2013-0067
  • Sustainable Brands. (2019). Gen Z believes in its own power to make change, but that companies must lead the way. https://sustainablebrands.com/read/marketing-and-comms/gen-z-believes-in-its-own-power-to-make-change-but-that-companies-must-lead-the-way
  • Syadzwina, M. N., & Astut, R. D. (2021). Linking green skepticism to green purchase behavior on personal care products in Indonesia. IOP Conference Series: Earth and Environmental Science, 716, 012045. https://iopscience.iop.org/article/10.1088/1755-1315/716/1/012045
  • Szaban, M., & Stefańska, M. (2023). Barriers influencing purchase behaviour of green personal care products–integrating innovation resistance theory perspective and stages of change model. Economics and Environment, 85(2), 420-455. https://doi.org/10.34659/eis.2023.85.2.570
  • Udomphoch, P., & Pormsila, W. (2023). Communicating Corporate Social Responsibility through Green Packaging: A Case Study in Thailand. TEM Journal, 12(1), 241-252. https://doi.org/10.18421/TEM121-31
  • Yan, L., Keh, H. T., & Wang, X. (2021). Powering Sustainable Consumption: The Roles of Green Consumption Values and Power Distance Belief. Journal of Business Ethics, 169, 499-516. https://doi.org/10.1007/s10551-019-04295-5
  • Zasuwa, G., & Stefańska, M. (2023). How do CSI and CSR perceptions affect word of mouth recommendations? The role of trust, distrust, and moral norms. Corporate Communications: an International Journal, 28(6), 905-923. https://doi.org/10.1108/CCIJ-11-2022-0139
Typ dokumentu
Bibliografia
Identyfikator YADDA
bwmeta1.element.baztech-453bf27f-6f54-48c5-b508-7ae073256e51
JavaScript jest wyłączony w Twojej przeglądarce internetowej. Włącz go, a następnie odśwież stronę, aby móc w pełni z niej korzystać.