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Received: 2023-02-17 | Accepted: 2023-05-23 | Published: 2023-06-30

Title

Socially responsible investing (SRI) as a factor of competitiveness and sustainable development of organizations in young consumers' opinion

Abstract

Young consumers belonging to Generation Z stand out from previous generations of consumers. The authors are interested in whether its representatives are familiar with the assumptions of corporate social responsibility and identify CSR activities implemented within the organisation. It is because CSR practices and activities undertaken by the companies influence the decision about SRI. The main objective of the paper is to analyse of use the SRI in organisations to build their competitive advantage in the market. This objective has been achieved by analysing and interpreting the results of our own research, conducted using the CAWI technique, among Polish representatives of Generation Z (n = 642). There were formulated hypotheses that the implementation of CSR in an organisation determines the decision about socially responsible investing and that socially responsible investing supports the building of a company's competitive advantage in the market. The hypotheses were verified on the basis of data obtained during the own questionary. There are used the correlation analysis using the chi-square independence test and Tschuprow's T- coefficient. The obtained results indicated that the Polish Z generation is a group knowledgeable about the CSR concept and aware of its importance in terms of influencing an organisation's positive reputation. The study has lasting value for the academic discussion on the impact of CSR and SRI on building an organisation's competitive advantage.

Keywords

CSR theory, SRI concept, competitive advantage, generation Z

JEL classifications

G10 , G11 , M10 , M14

URI

http://jssidoi.org/jesi/article/1090

DOI

DOI 10.9770/jesi.2023.10.4(15)

Pages

245-262

Funding

The project is financed within the framework of the program of the Minister of Science and Higher Education under the name "Regional Excellence Initiative" for the years 2019-2022, project number 001/RID/2018/19, the amount of financing: PLN 10,684,000.00.

This is an open access issue and all published articles are licensed under a
Creative Commons Attribution 4.0 International License

Authors

Majewska, Agnieszka

University of Szczecin, Szczecin, Poland http://www.usz.edu.pl

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Bełtowska, Patrycja

University of Szczecin, Szczecin, Poland http://www.usz.edu.pl

Articles by this author in: CrossRef | Google Scholar

Journal title

Entrepreneurship and Sustainability Issues

Volume

Number

Issue date

June 2023

Issue DOI

DOI 10.9770/jesi.2023.10.4

ISSN

ISSN 2345-0282 (online)

Publisher

VšĮ Entrepreneurship and Sustainability Center, Vilnius, Lithuania

Cited

Article views & downloads

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References

Almeida, R. (2017). Corporate social responsibility and performance: Evidence from the water industry. New Trends and Issues Proceedings on Humanities and Social Sciences, 4(10), 265–272. https://doi.org/10.18844/prosoc.v4i10.3091