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Keywords: Perceived altruism
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Journal Articles
How Gen Z makes sense of CSR communication: the role of perceived altruism and cultural ideology in responses to internal and external CSR
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Young Consumers: Insight and Ideas for Responsible Marketers (2026) 27 (4): 477–497.
Published: 13 January 2026
...Yezi Hu; Yanni Ma; Di Mu Purpose This study aims to examine how Generation Z (Gen Z) consumers respond to internal and external corporate social responsibility ( CSR ) posts on social media. By exploring the mediating role of perceived altruism and the moderating role of cultural ideology...
