EXAMINING THE IMPACT OF CORPORATE SOCIAL RESPONSIBILITY ON CONSUMER LOYALTY: IN GEN Z PERSPECTIVE

Corporate Social Responsibility (CSR) has emerged in recent years as a consequential tool for companies working to develop and define their corporate identity.Awareness in CSR programs increased along with attention to their potential impact in encouraging customer loyalty among Generation Z.This paper explores the extent to which CSR can encourage loyalty in the view of Gen Z. Utilizing quantitative-descriptive design, the study made surveys on the students from Core Gateway College, Inc., most specifically the Bachelor of Science in Business Management major in Financial Management students.Results indicate that most of the respondents are already aware of CSR and are attracted to those brands that embrace their values, ethical practices, and with transparent CSR communication.Gen Z's key drivers for awareness include social justice and sustainability, leading to a desire for authenticity and purpose in support of these causes.Moreover, it observes that such endeavors in CSR are genuine, deeply related to the offer of a brand, and transparent, thus tightening Gen Z's loyalty upon being combined with continuing relationships with other socially responsible organizations.Hence, the CSR practices companies adopt must be meaningful in terms of consumer values, and it should benefit society at large.