Etyczność i odpowiedzialność jako nowe fundamenty konkurencyjności organizacji – CSR z perspektywy młodego pokolenia konsumentów
Ethics and Responsibility as New Foundations of Organizational Competitiveness – CSR From the Perspective of the Young Generation of Consumers

Summary/Abstract: Objectives: The purpose of this article is to identify the key factors shaping the competitiveness of enterprises from the perspective of the young generation of consumers belonging to Generation Z. Methods: This article contains the results of a survey that was conducted in 2024/2025. People born between 1995 and 2012, and living in the Świętokrzyskie Voivodeship participated in the study. Exploratory factor analysis was used to verify the research hypotheses. The number of factors was determined by using Cattell’s scree test and Kaiser’s criterion. Results: The study shows that consumers belonging to generation Z perceive the concept of corporate social responsibility (CSR) as an important factor in determining a enterprise’s competitive position. Conclusions: The topic of this article concerns issues in the field of corporate social responsibility and the impact of this concept on the level of competitiveness of a company. The obtained results of the own research confirm the set research hypotheses and clearly indicate that young consumers perceive the CSR concept as a factor influencing the level of competitiveness of the enterprise.

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