The mediating role of generational differences

: investigating involvement levels and attitudes toward Calvin Klein’s corporate social advocacy activities

Abstract

Corporate Social Advocacy (CSA) represents an emerging approach for companies to engage in controversial societal issues, eliciting varied consumer responses. Given that CSA's impact on consumer behavior and societal attitudes is not fully explored in literature, this study aims to deepen the understanding of these dynamics. Specifically, it examines the influence of individual levels of involvement with the LGBTQIA+ community on consumer responses to Calvin Klein's Mother's Day campaign. The research explores how involvement affects attitudes towards the brand, advertisement perception, brand reputation, and purchase intentions, with a particular focus on generational differences between Generation Z and Baby Boomers. A mixed-methods approach was used to analyze data from ten consumer interviews and a survey of 197 respondents. To answer the research question more comprehensively and provide a multifaceted view of CSA's impact on consumer behavior, two expert interviews were included. The interviews aimed to investigate strategies for increasing acceptance of CSA initiatives and mitigating potential backlash, thereby enriching the understanding of CSA's broader implications. The findings suggest that generational differences, particularly between Generation Z and Baby Boomers, are reflected in how consumers respond to CSA campaigns. Compared to Baby Boomers, Generation Z shows a stronger level of involvement and more positive attitudes on a majority of the measured variables. These attitudinal differences are attributed to shifts in generational values and perceptions. This study concludes by discussing the theoretical implications. It suggests that CSA strategies should be customized to each generation's unique consumer characteristics.

Date of Award	26 Jan 2024
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Nuno Moreira da Cruz (Supervisor)