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Sifting & Winnowing Second Edition - Spring 2017

Sifting and Winnowing Undergraduate Journal, Volume 2

responsibility] policies…and by the time it’s our turn to Volkswagen case study said that the company’s breach of
run some of those or new companies that’s just going trust through their emissions scandal would negatively
to be ingrained in the business culture to give back.” impact their view of the company, and most said that
Still others directly voiced their sense of empowerment they would not want to buy a car from VW anymore.
in being able to enact change via buying behavior: “I The rest said it would not completely discourage them,
think as consumers we have more power than we think but they would reconsider and do further research. In
we do, so I think we do have a responsibility to care contrast, when discussing the case of G.E.’s environ-
if companies give back. It’s our money that we’re ul- mental sustainability program, every single participant
timately handing over.” Overall, there is a sense that said that they felt more positively toward General Elec-
direct, individualized engagement is important and that tric after hearing the program and all but two said they
rewarding CSR is a form of useful and effective direct would consider that in their purchasing decisions.
individual engagement, and therefore supporting it is At least in their verbal reflections, millennials
important. appeared to make these choices based on their valuation
of CSR, as discussed earlier. In the interviews, many
Millennials consider CSR more in purchas- of the participants articulated a direct relationship be-
ing decision than previous generations. tween their ideas that CSR is important in the abstract
and their cognizance of buying decisions. In further ex-
In addition to supporting previous findings on civ- plaining the importance of these companies policies to
ic engagement, this research also found similar results to their purchasing decisions, one millennial, C.L. (m, 25)
surveys which showed millennials that considered CSR specifically articulated that - “especially now that I’m
more in purchasing than previous generations.66 67 68 All more of an adult I can pay a little more money for a
but one person interviewed said they considered CSR product that supports my community…that does play a
when purchasing a product, and 80% provided specif- role in my buying.” N.F. (f, 22) echoed that sentiment:
ic examples of cases in which they shopped at certain “I’d probably spend 15-20% more on a product that’s
companies specifically because of policies or programs produced more ethically or not trying to screw people
surrounding environmental and social responsibili- over.” Another, D.C., (m, 27), said: “I feel like if you’re
ty. These companies varied widely depending on the gonna tell yourself you’re gonna live a certain way you
person and the cause they cared about, but the theme should have a focus on those things and do your research
of certain companies creating a positive brand associ- on what you’re doing or buying..like I said I don’t really
ation using CSR was consistent. For one participant, buy stuff but when I do try to think about where it’s from
D.C. (m, 27), this company was Vans: “They’re even and what impact it’s having.”
good to their sweatshop workers in Thailand, and To compare these millennial attitudes with pre-
they’re super transparent, they’re really clear about the vious generations, the data was compared with the only
whole process of how the shoe is manufactured, and widely cited and peer-reviewed quantitative research
they clearly follow the whole process. I just think that’s into consumer attitudes toward corporate social respon-
important.” For another, L.B. (f, 21), this was Krochet sibility where consumers were ranked by their differing
Kids International – “they set up weaving and sewing attitudes toward CSR.69 This 2005 study interviewed
operations, they’re in Kenya and Peru right now, to 25 adults of all ages. The consumers were then divid-
help women in the community who need jobs and sell ed into four categories based on their attitudes toward
it.” Another, K.T. (f, 22), had been specifically turned corporate responsibility and how the presence of CSR
onto Stella Artois because, in her words, “I really just programs affected their purchase intentions and overall
loved their ‘buy a lady a drink’ campaign.” A.W. (f, perceptions of a product or company. These categories
21) “love[s] Warby Parker because of how they give were: pre-contemplators, who were not aware at all of
glasses away and they’re making a profit but also CSR and did not consider it; contemplators, who knew
giving to communities in need.” In addition to these of CSR and viewed it positively but did not consider it
positive examples, every single person discussing the in purchasing; maintainers, who considered CSR and
said it affected some of their purchasing; and actioners,

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Sifting and Winnowing Undergraduate Journal, Volume 2

who said that CSR consistently affected their decision shown that, more than any other generation, millennials
to purchase at least one product.70 In the case of Mohr’s seek meaning and fulfillment when choosing a career.71
study, the division was ⅓ pre-contemplators, ¼ con- Participant interviews reflected this: “I do think
templators, ¼ maintainers and 1/6 actioners. Applying mission-driven work is really important to me” was a
this same model of analysis to the qualitative data in refrain throughout the process. When discussing the
this study and using the same descriptions Mohr et. al. case studies, every single participant said that they
used to categorize their participants, this study found would be more likely to consider working at GE over
that none of the millennial participants were pre-con- a competitor upon learning about their environmental
templators, two or 1/7 were contemplators, seven or ½ program, while every single one also said that learn-
were maintainers and five or 5/14 were actioners. This ing about Volkswagen’s issues made them considerably
distribution shows a definitive difference from the less likely to work there. Of those, half said they would
Mohr study. In this research paper’s findings, all of the never consider working there again. Comments consist-
participants had heard of CSR and considered it, at least ed of “I would not want to have that associated with my
in passing, before. One half of the participants said that personal brand,” “as a human being I’d feel responsible
they considered it when buying some products, dou- for giving input so if there’s a company or brand that’s
ble the results of the Mohr study. A much larger per- not like that it is definitely more likely for me not to
centage of this study’s respondents, 29% (compared associate myself with them,” and “I’d never work there,
to 17% in Mohr), considered it consistently. To ensure what happens makes them all sound like liars.” Inter-
this number was representative and not just what mil- estingly, several participants did say that they would
lennials were claiming they did, these percentages only be willing to take less ethical jobs if they felt like they
includes millennials who could give specific examples were empowered and able to create an impact within
of their ethically-motivated purchases. These striking company policy. As S.H. (f, 28) said, “I might pick the
differences support the qualitative claims that millenni- one a little less desirable if I was in the position to make
als feel very engaged with CSR and that they consider changes. But that’s where culture comes into play be-
it when making purchasing decisions. cause even if it’s like ‘fix the program’ if you’re not
supported you’re not going to fix it. Or you’ll cry a lot.”
For millennials, Corporate Social Responsi- Others such as C.L. (m, 25) agreed, “I would look at
bility programs are equally or more import- what sort of relationship I could have with the manage-
ant in their employment decisions as in their ment and what sort of responsibility I could take on…
consumption decisions. if I’m just an hourly worker doing my job and clocking
in and out I’d definitely go for the job with the cleaner
Millennials interact with companies on multiple human rights record because I’d be in no position to
stakeholder levels; they are future consumers as well as make change.”
future employees. Knowing that millennials care about Similar to consumption decisions, several inter-
CSR and view it as part of their civic responsibility as view participants were able to reflect on times when
well as a company responsibility, it is important to also they would actually turn down jobs because they did
understand how this affects these two key stakeholder not feel that they were an ethical fit. This was heavily
relationships. This is particularly salient as all previous skewed toward the older interviewees, which was in-
research has focused almost exclusively on the “con- ferred to simply be a factor of the reality that many of
sumer” stakeholder relationship. For the millennials the younger participants were still students or not hold-
interviewed in this study, CSR was not just something ing jobs that they considered an extension of their ca-
they considered and found important in their consump- reer. Among the older participants, one participant J.T.
tion decisions but also something that they viewed as (m, 27) had turned down a job in his career field with
integral to picking a job. Similar to secondary studies double the pay because of how they treated their em-
finding that millennial companies care about responsi- ployees – “Even though I would’ve had the chance to
bility in their buying, data from secondary studies have pursue a job in the direction that I want to further my
career I couldn’t because the company didn’t offer an

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Sifting and Winnowing Undergraduate Journal, Volume 2

environment that I felt comfortable supporting or that together in a way, like when you know a company is
was good for me personally, so I had to turn it down.” helping out financially that they’re not selfish, they
Similarly, S.H. (f, 28) had turned down what she had care, and they’re not just doing it for the money.” An-
thought was her “dream job” at a foundation in D.C. other, C.S. (f, 23) spoke about employee treatment and
because she felt “they weren’t walking the walk the was more blunt: “I think they should care more about
way they talked the talk.” Finally, one aspiring adver- their people than their profit margins.” Another, A.T. (f,
tiser who had been graduated for six months and was 21) explained how she’s particularly focused on sup-
still underemployed, N.F. (f, 23) specifically turned ply chain ethics after her experiences living in Ghana:
down an agency job where she would be asked to ad- “If you’re sourcing your product from another country
vertise for cigarette companies. As she said, “I didn’t and don’t know the circumstances...those communities
think I could do that because ethically I don’t think it’s also need help. Like other people are struggling too,
a good idea to smoke. On the job application they’d so however your company impacts society or whoev-
been like ‘check this if you’d be comfortable work- er it directly impacts I feel like there’s a responsibility
ing on this’ and I couldn’t say yes.” In each of these there to give back.” Overall, though, the sense of “just
cases, the ethics of the company played a critical do something” pervaded the discussion, as summarized
role in career decisions for these older millennials. by participant D.C. (m, 27) in answering the question
“Do you think companies have a responsibility to give
Millennials believe it is the responsibility of back?” – “Yeah, absolutely, we’re all in this together…I
companies to be involved in CSR. think the smart way to do it is not hurting your bottom
line. I feel like the frequency or the amount of what-
In addition to having a personal stake in CSR, ever you’re giving is irrelevant compared to the fact
most millennials also believed that it is important for that you’re just doing something and inspiring others
companies to be engaged in some form of corporate to give back and do something. It doesn’t really take a
social responsibility, even if it is just as a philosophy whole lot, just effort and people and ideas and passion.”
of doing business. Typically, these expectations of There was also a sense that companies did not
“responsibility” were not necessarily specific; rather, necessarily need to sacrifice business objectives to be
millennials simply feel that it is something companies responsible or give back to the community – which
should do in some form and to the extent of their abil- added to the sense of it being a responsibility that com-
ities. In the words of participant A.W. (f, 21), “I hon- panies should invest in. As one student studying Inter-
estly think companies should give back in some sort of national Business, L.B. (f, 21) said in relation to the
way to the community to be ethical.” Another said, “I Volkswagen case study: “I think what they did was
think that’s definitely what makes a business good, be- bad…what I don’t get is you’re already a highly profit-
ing involved in the community.” The exception was a able company. I know the point of business is to make
participant who identified as “strongly politically con- money and give shareholders good returns – that’s
servative”, S.J. (m, 24) who said, “I don’t know if they the point. So to an extent I get that that’s what they’re
have a responsibility. I think definitely there’s no way trying to do. But the other part of me is just like, you
it’s ok for them to be held ‘responsible’ by the gov- know, spend the extra time.” A.T., (f, 21), felt simi-
ernment or regulation or whatever. But they have an larly: “If you’re going into business you’re doing it to
incentive to because people care about those things.” make money, but I think a part of you has to go into the
When asked if he cared and would spend more, he business not just for the money [but] with the idea that
responded “I mean I do, and for some things I would, you’re creating a resource the world needs and not pro-
definitely.” Certain millennials did feel that certain ducing money...I think you’re creating a product and
programs were more important or had different con- at the end of the day the product is for humanity. You
cepts come to mind regarding how they identified re- do have an obligation to humanity not just to provide
sponsible and ethical companies. K.T. (f, 22), spoke the basic resource but to make sure it’s being done ef-
about philanthropy: “I think it rallies the community fectively and ethically.” Across the board, participants
believed that, to an extent, CSR and thinking beyond

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Sifting and Winnowing Undergraduate Journal, Volume 2

Qualitative research helps illuminate some of and employment behavior. This research hopes to spark
these larger themes and adds value by creating connec- interest in a topic which to date has had relatively limited
tions and exploring motivations and reasoning which academic exploration and yet has the potential to create
otherwise could not have been elaborated on. Further a large impact on positive social change and corporate
research, however, could help bolster some of these behavior in the 21st century.
claims by exploring specific aspects that emerged in Society has experienced huge shifts in civic en-
these conversations more critically and in-depth. One gagement, in technology and even more prominently in
further strain of research could explore a comparative the rise of CSR. These changes have affected business-
analysis of other generations’ self-perception of CSR en- es directly and indirectly. Some of the changes, such
gagement. This would help to understand if this shift is as the Citizens United ruling on political contributions
truly generational, or more “time-stamp,” and how var- by business, have been argued to have negative con-
ied millennial perceptions are from older, and younger, sequences on political expression and involvement by
generations. It would also be valuable to analyze views citizens. However, the prevalence of and importance
on employment and consumption separately in a large the millennial generation places on CSR bodes well
scale quantitative format to reach a broader geographic, for the idea of businesses being held accountable for
racial and socio-politically diverse study sample. It may creating positive change while reducing negative im-
also be valuable to compare these views internationally pacts on society. Moreover, as this research finds, this
as well as among millennials or other groups within the accountability is not likely to decline within the next
business community. Finally, it would be helpful to an- generation. Millennial perceptions point to change and
alyze how and whether specific millennial perceptions, to an expectation of business as unusual.
attitudes, and claims are enacted in actual purchasing

Appendix

Figure 1

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Figure 2

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Notes Forte, “Corporate social responsibility in the united states and europe:
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5 M. Casey, “Fortune 500 Companies Take Center Stage at U.N. Climate 24 McGuire, Jean B., Alison Sundgren, and Thomas Schneeweis, “Corpo-
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6 John, 2015. 25 K. B. Murray, and C. M. Vogel, “Using a Hierarchy-of-effects Approach
to Gauge the Effectiveness of Corporate Social Responsibility to Gener-
7 J. Pécresse, and D. Frodl, “GE and the Renewable Energy Era,” (GE ate Goodwill toward the Firm: Financial versus Nonfinancial Impacts,”
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8 A.N. Liveris, “Ethics As a Business Strategy,” (EBSCOhost, Vital 26 S. Waddock, and S. B. Graves, (Strategic Management Journal 18, no.
Speeches of the Day, 2011): 35. 4, 1997), 303-319.

9 Carroll, et. al., Corporate Responsibility, 1. 27 C. Flammer, “Does Corporate Social Responsibility Lead to Superior
10 Ibid., 7. Financial Performance? A Regression Discontinuity Approach,” (Man-
agement Science, 61(11) 2015).

11 Ibid., 9. 28 Y. Wang, and G. Berens, “The Impact of Four Types of Corporate So-
12 Ibid., 8. cial Performance on Reputation and Financial Performance” (J Bus Ethics
Journal of Business Ethics, 131, no. 2, 2014), 337-359.

13 Ibid., 1. 29 Murray and Vogel, “Using a Hierarchy.”

14 Friedman, M. “Social Responsibility: A Subversive Doctrine,” (Nation- 30 C.B. Bhattacharya, and S. Sen, “Doing Better at Doing Good: When,
al Review, 1965): 722. Why, and How Consumers Respond To Corporate Social Initiatives,”
(California Management Review 47, no. 1, 2004), 9-24.
15 Ibid.

16 Paxton, R. “Toward a better business climate.” Vital Speeches Of The 31 L. A. Mohr, D. J. Webb, and K. E. Harris, “Do Consumers Expect
Day, (March 1959): 307 – 311. Companies to Be Socially Responsible? The Impact of Corporate Social
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Strategy and How to Build It.” (Harvard Business School, April 20, 2012). sponsibility and Price on Consumer Responses,” (Journal of Consumer
Affairs, 2005).
18 Micheletti, M., & D. Stolle, “Mobilizing Consumers to Take Responsi-
bility for Global Social Justice.” (The ANNALS of the American Academy 32 E.H. Creyer, “The Influence Of Firm Behavior On Purchase Intention:
of Political and Social Science, 611(1)), 157- 175. Do Consumers Really Care About Business Ethics?” (Journal of Consum-
er Marketing, 1997), 421-32.
19 M. Scammell, “Political brands: the latest stage of political marketing
and the case of Tony Blair,” in Consumer Democracy, (New York: Cam- 33 S. Sen, “The Role Of Corporate Social Responsibility In Strengthen-
bridge University Press, 2013). ing Multiple Stakeholder Relationships: A Field Experiment,” (Journal of
the Academy of Marketing Science, 2006); H. Servaes, and T. Ane, “The
20 Clarkson, M. B. E., “A Stakeholder Framework for Analyzing and Impact of Corporate Social Responsibility on Firm Value: The Role of
Evaluating Corporate Social Performance,” (Academy of Management Customer Awareness,” (Management Science, 59 (5) 2013).
Review, 1995): 92-117.; Snider, J., R.P. Hill, and D. Martin, “Corporate
Social Responsibility in the 21th Century: A View from the World’s Most 66
Successful Firms,” (Journal of Business Ethics, 48, 2003): 175-187.; A.

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34 C.B. Bhattacharya, and S. Sen, “Doing Better at Doing Good: When, 51 Bennett, “1998 Ithiel De Sola Pool Lecture,” 749.
Why, and How Consumers Respond To Corporate Social Initiatives,”
(California Management Review 47, no. 1, 2004), 9-24.; K. Becker-Ol- 52 M. Schudson, The good citizen: A history of American civic life. (New
sen, B. Cudmore, and R. Hill, “The Impact Of Perceived Corporate Social York: Martin Kessler Books, 1998); Stohl, and Hooghe, “Inaccurate, Ex-
Responsibility On Consumer Behavior,” (Journal of Business Research, ceptional, One-Sided or Irrelevant?”
2006), 46-53.
53 Flanagin, Stohl, et. al., “Modeling the Structure of Collective Action.”
35 Mohr, Webb & Harris, “Do Consumers Expect Companies.”
54 Bennett, “1998 Ithiel De Sola Pool Lecture,” 749.
36 M. Longinos, S. Ruiz, and A. Rubio, “The Role Of Identity Salience In
The Effects Of Corporate Social Responsibility On Consumer Behavior,” 55 Shah, et. al., “Communication, Consumers, and Citizens: Revisiting the
(Journal of Business Ethics, 2008), 65-78.; Bhattacharya et. al., “Doing Politics of Consumption,” (The ANNALS of the American Academy of Po-
Better at Doing Good”; Becker-Olsen et. al., “The Impact Of Perceived litical and Social Science, 644(1) 2012), 6-19.
Corporate Social Responsibility.”
56 M. Micheletti, and D. Stolle, “Mobilizing Consumers to Take Responsi-
37 M. Dickson, “Personal Values, Beliefs, Knowledge and Attitudes Re- bility for Global Social Justice,” (The ANNALS of the American Academy
lating to Intentions to Purchase Apparel from Socially Responsible Busi- of Political and Social Science 611, no. 1, 2007).
nesses,” (Clothing and Textiles Research Journal, 18(1) 2000); P. D. Pels-
macker, et. al., “Do Consumers Care about Ethics? Willingness to Pay for 57 Ibid.
Fair-Trade Coffee,” (Journal of Consumer Affairs, 39(2) 2005).
58 W.L. Bennett, and T. Lagos, “Logo Logic: The Ups and Downs of
38 S. Sen, and C.B. Bhattacharya, “Does Doing Good Always Lead To Branded Political Communication,” (The ANNALS of the American Acad-
Doing Better? Consumer Reactions To Corporate Social Responsibility,” emy of Political and Social Science, 611(1) 2007).
(Journal of Marketing Research, 2001), 225-43.
59 Y. M. Kim, “The Shifting Sands of Citizenship: Toward a Model of the
39 S. Sen, “The Role Of Corporate Social Responsibility.” Citizenry in Life Politics,” (The ANNALS of the American Academy of
Political and Social Science, 644, no. 1, 2012).
40 L. A. Mohr, and D. J. Webb, “The Effects of Corporate Social Responsi-
bility and Price on Consumer Responses,” (Journal of Consumer Affairs, 60 C. H. Vreese, “Digital Renaissance: Young Consumer and Citizen?,”
2005). (The ANNALS of the American Academy of Political and Social Science,
611, no. 1, 2007).
41 P. A. Vlachos, et. al., “Corporate Social Responsibility: Attributions,
Loyalty, And The Mediating Role Of Trust,” (Journal of the Academy of 61 D. Stolle, and M. Hooghe, “Inaccurate, Exceptional, One-Sided or Irrel-
Marketing Science, 2009). evant? The Debate about the Alleged Decline of Social Capital and Civic
Engagement in Western Societies,” (British Journal of Political Science,
42 Mohr, and Webb, “The Effects of Corporate Social Responsibility”; S. 35, 2004).
Sen, “The Role Of Corporate Social Responsibility.”
62 M. M. Willis, and J. B. Schor, “Does Changing a Light Bulb Lead to
43 Boulstridge & Carrigan, 2000. Changing the World? Political Action and the Conscious Consumer,” (The
ANNALS of the American Academy of Political and Social Science, 644,
44 Mohr, and Webb, “The Effects of Corporate Social Responsibility.” no. 1, 2012).

45 Robert D. Putnam, “Tuning In, Tuning Out: The Strange Disappearance 63 Scammell, “Political brands: the latest stage,” 8.
of Social Capital in America” (PS: Political Science & Politics APSC 28 64 Bennett, “1998 Ithiel De Sola Pool Lecture,” 740.
no. 4, 1995), 664-83.

46 Ibid., 668. 65 Flanagin, Stohl, et. al., “Modeling the Structure of Collective Action,”
740.
47 Robert D. Putnam, Bowling Alone: The Collapse and Revival of Ameri-
can Community, (New York: Simon & Schuster, 2000). 66 P. H. Mirvis, “What Do Surveys Say About Corporate Citizenship,”
(Boston College Center for Corporate Citizenship, 2008).
48 W. L. Bennett, “1998 Ithiel De Sola Pool Lecture: The UnCivic Culture:
Communication, Identity, and the Rise of Lifestyle Politics,” (PS: Politi- 67 “Global Consumers are Willing to Put Their Money Where Their Heart
cal Science and Politics, 1998), 740. Is When it Comes to Goods and Services From Companies Committed to
Social Responsibility,” (Nielsen Institute, 2014), accessed July 03, 2016.
49 Ibid.; A. J. Flanagin, C. Stohl, and B. Bimber, “Modeling the Structure
of Collective Action,” (Communication Monographs 73, no. 1 2006), 29- 68 “Doing Well By Doing Good,” (The Nielsen Company, 2014), accessed
54; D. Stolle, and M. Hooghe, “Inaccurate, Exceptional, One-Sided or July 16, 2016.
Irrelevant? The Debate about the Alleged Decline of Social Capital and
Civic Engagement in Western Societies,” (British Journal of Political Sci- 69 Mohr, Webb, and Harris, “Do Consumers Expect Companies.”
ence, (35) 2004).
70 Ibid.
50 Flanagin, Stohl, et. al., “Modeling the Structure of Collective Action.”
71 Mirvis, “What Do Surveys Say About Corporate Citizenship.”

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