The Impact of Social Distance in CSR Messages and Generational Differences on CSR Associations

As corporate sustainability has increasingly influenced corporate image, many companies have invested significantly in various corporate social responsibility (CSR) activities over the past decade. Prior research has empirically demonstrated that investments in CSR activities positively impact both financial and marketing performance. Recent studies have focused on identifying effective methods for companies to communicate their diverse CSR efforts to consumers and other stakeholders. Despite the rising purchasing power of the MZ generation and their prominence as a key consumer demographic, research on generational differences in CSR communication remains limited. This study aims to address this gap by examining how social distance in CSR messaging influences consumers’ CSR associations across generations.<br/> Through experimentation, this study investigates how consumer responses to CSR activities vary based on the social distance (near/far) conveyed in CSR messages and generational differences (MZ generation vs. older generation). The experimental results reveal significant differences in the impact of social distance and generational variation on CSR associations. Specifically, for the older generation, a greater social distance in CSR messages leads to more positive CSR associations. Consequently, this study suggests that companies should adopt tailored strategies when communicating CSR activities, adjusting the social distance in messages according to the target generation. Based on these findings, the study offers meaningful theoretical and practical implications.