How Gen Z makes sense of CSR communication: the role of perceived altruism and cultural ideology in responses to internal and external CSR

Purpose This study aims to examine how Generation Z (Gen Z) consumers respond to internal and external corporate social responsibility (CSR) posts on social media. By exploring the mediating role of perceived altruism and the moderating role of cultural ideology, this research seeks to provide a nuanced understanding of how ideological orientations shape CSR communication effectiveness. Design/methodology/approach This study conducted an online experiment (n = 509) to examine how Gen Z, an emerging powerhouse of consumers, responds to CSR communication. Participants were randomly assigned to view a social media post highlighting either internal CSR, external CSR or a neutral control message. Measures included cultural ideology, perceived altruism, attitude toward the company and purchase intention. Findings The findings revealed that both internal and external CSR posts positively influenced consumer attitudes and purchase intentions through the mediating role of perceived altruism. Moreover, this mediation effect was moderated by cultural ideology. While external CSR efforts were consistently perceived as altruistic across cultural orientations, only cultural liberals evaluated internal CSR efforts as equally altruistic. Originality/value By focusing on cultural ideology rather than relying solely on broad political categories, this study provides a nuanced understanding of the ideological effects on CSR communication. Given the growing liberal leanings among Gen Z, these findings underscore the strategic value of internal CSR communication in the new era and offer both theoretical and practical insights for companies aiming to tailor CSR strategies to better resonate with Gen Z consumers.