การยอมรับนวัตกรรมด้านความรับผิดชอบต่อสังคมขององค์กรในกลุ่มผู้บริโภคเจเนอเรชั่นวาย กรณีศึกษา: บริษัท ปูนซีเมนต์ไทย จำกัด (มหาชน)

Abstract

The research article entitled “Corporate Social Responsibility Innovation Adoption among Generation Y: A Case Study of Siam Cement Group Public Company Limited” is a quantitative research, using a cross sectional survey method. Then, 314 sets of questionnaire were used to collect data from Generation Y, who are 18 – 34 in age, living in Bangkok and Vicinity.
The research sought to (1) study the correlations of three independent variables, which are attributes of innovation, corporate image and corporate reputation among Generation Y (2) examine the correlations of these mentioned independent variables with one dependent variable named corporate social responsibility innovation adoption among Generation Y.
Lastly, the research aimed to further study the best predictor of dependent variable that can determine the corporate social responsibility innovation adoption among Generation Y. The results indicated that
1. All three independent variables; attributes of innovation, corporate image and corporate reputation, are positively correlated to one another. Indeed, corporate image and corporate reputation have correlations at the high level among these variables.
2. Corporate image and corporate reputation show moderate correlations whereas attributions of innovation shows low level of correlations with corporate social responsibility innovation adoption among Generation Y.
3. Corporate image and corporate reputation can be together used to predict corporate social responsibility innovation adoption among Generation Y at around 20.8%. In fact, corporate reputation is the best predictor.