Generation Z's scepticism towards corporate socially responsible initiatives: insights from the UK market

Purpose The study investigates Generation Z's scepticism towards socially responsible business practices, an underexplored dimension of corporate social responsibility (CSR) and identifies factors that contribute to such scepticism within the UK context. Design/methodology/approach The study adopted a qualitative approach using semi-structured interviews with thirty-five Gen Z consumers in the United Kingdom. The data were analysed using thematic analysis. Findings The findings reveal three categories of trust-building signals that shape consumers' sceptical responses: information-related signals, brand and retailer-related signals and fit and value-related signals. They further suggest that CSR scepticism encompasses scepticism towards CSR practices and CSR communication. In addition, consumers differed in the degree of CSR scepticism they exhibited, reflected in the motives they attributed to brands and retailers and the evidence they required before forming trust judgements. Differences in evidential requirements reflect the use of heuristic and systematic information processing. Practical implications The study offers guidance for brands and retailers in terms of implementing and communicating CSR practices to avoid consumer scepticism. It also implies the role of policymakers in helping consumers feel more confident in the credibility of CSR claims while supporting brands and retailers in reducing scepticism. Originality/value The study extends CSR scepticism literature by examining brands and retailers' socially responsible business practices and conceptualising CSR scepticism as an evaluative, overarching multidimensional construct. It further suggests that variation in CSR scepticism is reflected in consumers' evidential requirements and motive attributions and develops a conceptual framework integrating these insights.