The effects of corporate social responsibility activities on consumers' brand perception and purchase intention: A study on generation Z consumers

This study investigates the impact of corporate social responsibility (CSR) activities on brand perception and purchase intention of Generation Z consumers. In today's business world, companies are not only profit-oriented entities but also institutions that bear social and environmental responsibilities. For Generation Z, who grew up in a digitalized environment, CSR initiatives have become a decisive factor in brand perception and purchasing decisions. The research includes an extensive literature review on the historical development, dimensions, benefits, and criticisms of CSR. Concepts such as brand perception, corporate image, reputation, consumer attitudes, and purchasing behavior were analyzed in relation to CSR. Data were collected through a survey method and analyzed using statistical techniques, including reliability and correlation tests. The findings reveal that CSR activities enhance trust, brand image, and loyalty among Generation Z consumers, while also positively influencing their purchaseintentions.In conclusion, CSR projects play a crucial role in achieving sustainable competitive advantage. Generation Z evaluates brands based on ethical, environmental and social sensitivity, which highlights the importance of effectively managing CSR strategies to strengthen brand value in the long term. Keywords: Corporate Social Responsibility, Generation Z, Brand Perception, Purchase Intention, Consumer Behavior