Generational differences among stakeholders regarding CSR advocacy in a developing country

Following the renewed focus on and demand for corporate social responsibility (CSR) in the contemporary business environment lately, the concept that originates from the Western-country context has also appeared in developing countries starting to gain more traction and shape the corporate initiatives. In this way, naturally, CSR has also raised its head in Central and Eastern Europe (CEE) lately, but given that the population of the region is typically thought to be rejecting against social responsibility, the concept did not seem to be rooted in the region. Nonetheless, recent studies suggest that there is a significant change happening in the region, more specifically in Hungary, in terms of the advocacy for CSR, which provokes a number of interesting questions that are worth answering. Among others it would be important to see what may cause the perceived change regarding the acceptance and likeability of the concept in a country, that comprehensively objects volunteerism and social responsibility and whether the approach of the whole of the population is suddenly changing towards CSR or – knowing that Millennials drive the change towards the advocacy of CSR in the Western context – it could be possible that a certain age group is leading this change in Hungary as well. If so, studying what might evoke their support and hinder that of the older generations could also yield interesting results. In fact, looking at whether there are differences with regards to how certain age groups perceive the notion and lastly, if there is really a change in the mind-sets in relation to CSR one can argue about, are also crucial factors to consider. By relying on data from four in-depth focus group sessions, the current perspectives and attitudes of the Hungarian citizens get investigated in the frame of this study. Essentially, therefore, the thesis endeavours to find answers to three key questions: (1) How do Hungarian citizens make sense of CSR? (2) In what ways does generational difference contribute to understandings of and attitudes towards CSR? (3) How do Millennials define their role in promoting CSR in Hungary compared to the older generations? With answering them, the author aims to investigate the distinctive features and peculiarities of CSR in an emerging nation and present the directions CSR as a concept has taken and is taking in a once socialist country, that, being part of CEE as a region can also indicate the perceptions of the citizens and the evolution CSR is undergoing with regards to the neighbouring states.