CSR Unconscious Consumption by Generation Z in the COVID-19 Era—Responsible Heretics Not Paying CSR Bonus?

The COVID-19 pandemic brought a myriad of challenges and opportunities has influenced the modern concept sustainability as projected into Corporate Social Responsibility (CSR) underlying multi-stakeholder model. new generation consumers, Generation Z, progressively increased its participation in market shopping trends have been impacting entire CSR scenery. However, little is known about their attitudes, consumption preferences expectations. In Spring 2021, this induced pioneering case study survey involving members students from private university Prague, focusing on (lack of) readiness to pay any “CSR bonus”. principal research aim was understand rather surprising unwillingness solvent part consumers support during era by paying at least symbolic bonus. A formal questionnaire, replied 228 students, out which 18 totally rejected bonus, assessed via contingency tables. It accompanied complementary questioning an informal interview glossing. This plethora data processed meta-analysis lead unexpected proposition: prima facie heretics denying bonus can be conscious responsible progressive supporters CSR. Their rejection deontological cry desert for more transparency, trust rule law.