The Differences among Generation Y Consumers in Corporate Social Responsibility Innovation Activities Adoption

บทคัดย่อ

This research article on the differences among Generation Y consumers in Corporate Social Responsibility innovation activities adoption aims to (1) measure the differences among three groups of Generation Y consumers’ response in Corporate Social Responsibility (CSR) innovation activities and (2) examine a construct validity measurement by Confirmatory Factor Analysis (CFA) of measurement model identifies the fit between Corporate Social Responsibility (CSR) innovation adoption and the existing empirical literatures and principles. The quantitative research: a cross sectional survey methodology is applied to conduct a research. Then, 340 sets of questionnaire are used to collect data from three groups of Generation Y consumers. The respondents are composed of Twixters: 18 – 22 years old (119 or 35%), The Early Nesters: 23 – 27 years old (111 or 32.6%) and The in-betweens: 28 - 34 years old (110 or 32.4%).

Results show that even the average score of Twixters is higher than The Early Nesters and The in-betweens, still there is no significant difference among three groups of Generation Y consumers in Corporate Social Responsibility Innovation Adoption. This is probably because these three groups: Twixters, The Early Nesters and The In-Betweens, are in the same category of Generation Y who are interested in information about technology, have positive attitudes toward corporates that produce innovation, and volunteer in CSR activities. Besides, the construct validity measurement by Confirmatory Factor Analysis (CFA) of measurement model identifies the fit between variable “Corporate Social Responsibility (CSR) Innovation Adoption” and the existing empirical literatures and principles. The “behavioral intention to use”, an observed variable, reports the highest factor loading 0.93 of studied latent variable: Corporate Social Responsibility Innovation Adoption. Then, if an organization would like to have an achievement in CSR innovation activities adoption among Generation Y consumers, the focus should be at behavioral intention to use stage. Organization is suggested to provide clear information, to receive positive attitude, and to convince consumers to accept and use innovative products and services consequently.