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How Gen Z makes sense of CSR communication: the role of perceived altruism and cultural ideology in responses to internal and external CSR

Yezi Hu, Yanni Ma, Di Mu

Young Consumers: Insight and Ideas for Responsible Marketers (2026) 27 (4): 477–497.

https://doi.org/10.1108/YC-04-2025-2515

Published: 13 January 2026

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