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By physician referral or invitation only

Purpose Driven Brands -- Do Consumers Really Care? An Analysis of the Effects of Corporate Social Responsibility on Boycotts and Buycotts in the Age of Social Media

This study seeks to measure Generation Z's attitudes and behaviors associated with corporate social responsibility and purpose driven brands. The study seeks to understand the relationship between corporate social responsibility attitudes and boycotting (punishing brands for unfavorable behavior) and buycotting (rewarding brands for favorable behavior) behavior. This study will also consider how brands' presence on social media contributes to beliefs about the responsibilities of businesses outside of their economic duties to shareholders.

Age & Gender

  • 18 years ~ 99 years
  • Male, Female, Gender Inclusive

Contact the Team


Thank you for your interest, but this study is recruiting by invitation only.

North Carolina (Statewide)

Additional Study Information

Principal Investigator

Kathryn Johnson
Hussman School of Journalism and Media

Study Type

Behavioral or Social

Study Topics

UNC Students (undergrad, grad, professional)

IRB Number


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