CSR Awareness, Communication, and Trust: How Generation Z Shapes Ethical Consumerism in Recovering Economies

Angelis-Evangelos PapadopulosPanagiotis Arsenos^*Nicos SykianakisDimitrios Stavroulakis

• Panepistemio Dytikes Attikes, Egaleo, Greece

This article examines how Generation Z shapes ethical consumerism in recovering economies through the interconnected dynamics of corporate social responsibility (CSR) awareness, communication, and trust. Drawing on empirical findings from survey-based research in the retail sector, the analysis highlights the paradox between increasing CSR awareness and the limited depth of consumer understanding, as evidenced by low participation in CSR-related educational initiatives. Despite this superficial knowledge, Generation Z demonstrates a strong perception of CSR's impact on society and the environment, reinforcing the idea that younger consumers hold heightened expectations of corporate responsibility. The findings further reveal that consumer engagement is not limited to passive recognition but extends to active advocacy, including the willingness to avoid products from socially irresponsible companies and the demand for transparent information about CSR activities. Regression analysis underscore the pivotal role of communication and trust in transforming awareness into ethical purchasing behavior: effective communication strategies enhance engagement, simplified messaging fosters comprehension, and partnerships with credible actors such as NGOs strengthen perceived authenticity. Taken together, the evidence suggests that Generation Z acts as both a catalyst and a filter for CSR in recovering economies, pushing companies to align their strategies with principles of transparency, authenticity, and social impact. The study contributes to the understanding of ethical consumerism in constrained economic contexts and emphasizes the strategic necessity for businesses to integrate CSR not as peripheral philanthropy but as a core driver of brand loyalty and consumer trust.