CSR Impact: Generation Z's Perspective on Lidl's Environmental Initiatives

Daniela Kozačová

Bakalářská práce

Abstract:

This bachelor thesis focuses on the attitudes and perceptions of Generation Z (aged 18–27) towards corporate social responsibility (CSR) activities, with a par- ticular emphasis on Lidl’s environmental initiatives in the Czech Republic. The study aims to analyze young consumers’ awareness of CSR, their perception of Lidl’s CSR efforts, and the potential impact of these activities on their purchasing decisions. Additionally, the thesis explores the significance of localizing CSR in- itiatives and factors that contribute to Generation Z’s trust in socially responsible businesses. Based on academic literature and research questions, the following hypotheses have been formulated: 1. Awareness of CSR among Generation Z is inconsistent—some consumers have a clear understanding, while others perceive CSR mainly as a marketing tool. 2. Generation Z places high importance on environmental sustainability and the support of local suppliers within CSR activities. 3. CSR activities may influence Generation Z’s purchasing behaviour, but price and product quality remain the primary decision-making factors. 4. Localized CSR initiatives (e.g., supporting Czech farmers) are perceived as more significant than global CSR efforts. 5. Transparent and authentic CSR communication strengthens Generation Z’s trust in a brand. To test these hypotheses, a qualitative research approach was employed using focus group discussions. Two groups of respondents aged 18–27 participated in discussions on CSR-related topics, and the collected data were analysed using thematic analysis. This study contributes to a deeper understanding of the relationship between CSR activities and Generation Z’s perception of retail brands. The findings may be useful for companies seeking to align their CSR strategies with the values of young consumers and effectively communicate their environmental sustainability efforts.

Keywords

Corporate Social Responsibility, Generation Z, Lidl, Environmental Sustainability, Consumer Behaviour, Retail Industry, Purchasing Decisions

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 15. 3. 2025

Obhajoba závěrečné práce

• Vedoucí: Daniel Rosenhaft Swain, Ph.D. MA

Česká zemědělská univerzita v Praze

Provozně ekonomická fakulta

Bakalářský studijní program:
Business Administration