Corporate Social Responsibility as a brand positioning opportunity at millennials

Abstract

Corporate social responsibility (CSR) has boomed due to new consumer requirements regarding the purchase of products (Duque Orozco, 2013). According to Witkowska (2016), characteristics such as the preservation of the environment, contributions to society and support for decent work have been important variables in the behavioral repertoire of the millennial generation, between 23 and 30 years and which according to Ortega (2017), are a generation of hyperconnected young people, addicted to mobile devices and instant communication, and who take into account responsible consumption and corporate social responsibility when opting for one or another product. Therefore, it is important to know in the Bogota Millennial; what is their attitude towards CSR, considering the attitude definition; Schiffman (2010), as a learned predisposition that drives an individual to behave in a favorable or unfavorable way in relation to a given object; in this case, specifically, in the face of CSR strategies that companies implement.