| Abstract [eng] |
Nowadays, social responsibility becomes an integral part of welfare creation, which properly managed can increase business competitiveness and maximize the value of wealth creation for society (T. McGlone, Spain, V. McGlone, 2011). A social group that shows the greatest interest and concern about ethical and CSR issues is young people, often defined as Generation Y or Millennials (Klimkiewicz and Oltra, 2017). In Anderson et al. (2018) opinion, one of the main distinctive feature of this generation is the approach to CSR. According to Walker (2007), generation Y seeks to promote social justice, they pay particular attention to the natural environment and its preservation, poverty reduction and the solution of ethical and moral problems. Millennials are considered as a key consumers of today, they believe that consumption and socially responsible lifestyle habits can change the world in a better direction (Cone, 2008). However, more research which reveals are the Millennials stimulating factor for companies to be socially responsible, is still lacking in scientific references. How do the Millennials motivate companies to be socially responsible? |
