Analyzing the impact of corporate social responsibility (CSR) on purchase intention of Generation Z in fast-food industry

Kok, Poh Jing and Hong, Xue Liang (2025) Analyzing the impact of corporate social responsibility (CSR) on purchase intention of Generation Z in fast-food industry. Final Year Project, UTAR.

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Abstract

This study examines the effect of Corporate Social Responsibility (CSR) on purchase intentions among Malaysian Gen Z in the fast-food industry, using Carroll’s four CSR dimensions (economic, legal, ethical, philanthropic). A qualitative analysis of 400 respondents (18–28 years) from Selangor, Johor, and Perak via quota sampling was conducted. Multiple regression results show ethical responsibility (β = 0.506, p<0.001) is the strongest predictor, followed by economic responsibility (β = 0.284, p=0.003). Legal (p=0.122) and philanthropic (p=0.518) were insignificant, suggesting Gen Z prioritizes ethical practices and fair pricing over compliance or charity. The model explained 37% of variance (R² = 0.37), indicating other influencing factors exist. Findings highlight Gen Z’s preference for CSR integrated into business operations rather than philanthropy. Fast-food brands can boost engagement through ethical sourcing and fair pricing. Limitations include urban sampling bias and self-reported data; future studies should cover broader demographics and experimental methods for stronger causation. Keywords: Corporate Social Responsibility, Purchase Intention, Generation Z, Fast-Food Industry, Ethical Responsibility, Economic Responsibility, Legal Responsibility, Philanthropic Responsibility Subject Area: HD60-60.5 Social responsibility of business

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