Testing CSR as a Trust Driver Among Millennials and Nonmillennials in Developed and BRIC Countries

• In Event: ICA Plenary Interactive Paper/Poster Session I
  In Interactive Paper Session: Public Relations Interactive Poster Session

Abstract

This study examined the effects of three dimensions of corporate social responsibility (CSR) on building public trust in business between different generations and markets, using random large-scale global samples (N = 9000) from nine markets. While the social and economic dimensions of CSR affected trust differently in developed and emerging markets, the environmental dimension did not. Nor did the Millennial and non-Millennial groups differ in their trust in business in most countries. However, the two groups had a different perception of how CSR works in trust building. Theoretical and practical implications for CSR communication are discussed.

Authors

• Yi-Ru Regina Chen, Hong Kong Baptist U

• Chun-ju Flora Hung-Baesecke, Massey University

• Ben Boyd, Edelman