Estimados/as Académicos/as,

Les extendemos la invitación al seminario organizado por el Departamento de Administración, en el que se presentará el artículo: "Purchase Intention of Brands with Corporate Social Responsibility (CSR) Initiatives among Generations Z Consumers: A Cross-National Study".

Expone: Constanza Bianchi, profesora UAI y Ph.D in Management, Queen’s University.

Brands worldwide are increasingly recognizing the importance of sustainable development through corporate social responsibility (CSR) initiatives. However, existing literature provides limited empirical insight into the purchase intentions of Generation Z consumers toward brands engaged in CSR initiatives. Drawing from the Theory of Planned Behavior (TPB), this study aims to test an extended model of consumer purchase intention for CSR-driven brands among Gen Z consumers in three countries with distinct economic and cultural contexts: Chile, Germany, and Greece. Data was collected through an online survey and analyzed using structural equation modeling (SEM).

El evento será en formato presencial, en la sala H-103.

Saludos cordiales,

Dirección de Investigación