Is the Impact of CSR Similar Across Borders? An Exploratory Study Comparing Young Adults' Perceptions of CSR Between Puerto Rico and United States

• Published in: Journal of promotion management Vol. 24; no. 1; pp. 128 - 151
• Main Authors: Zapata-Ramos, Mari Luz, Kim, Yeonsoo
• Format: Journal Article
• Language: English
• Published: Binghamton Routledge 02.01.2018; Taylor & Francis Ltd
• Subjects: Behavior; Comparative analysis; CSR awareness; CSR dimensions; CSR importance; Perceptions; Philanthropy; Puerto rico; Purchase Intent; Respondents; Social responsibility; Supportive Communication Intent; Young adults; United States > US; Puerto Rico
• ISSN: 1049-6491; 1540-7594
• DOI: 10.1080/10496491.2017.1346538

This study aimed to explore how young adults in Puerto Rico perceive and respond to corporate social responsibility (CSR) initiatives in comparison with young adults in the United States. It explored the awareness of CSR, the importance placed on four CSR dimensions (economic, legal, ethical, philanthropic), and how such perceptions potentially link to individuals' behavioral intentions. An online survey found that Puerto Rican respondents perceive themselves as having a higher level of awareness of CSR than young adults in the United States; however, the level of CSR awareness among these demographic groups was low in both countries. Puerto Rican respondents placed more importance on the economic dimension of CSR, while U.S. respondents placed more importance on the legal dimension of CSR. CSR awareness was positively linked to behavioral intentions only among U.S. respondents. The allocated importance of CSR was a critical factor for respondents in Puerto Rico to show more favorable behavioral intentions.