Impact of CSR Perception on Brand Image, Brand Attitude and Buying Willingness: A Study of a Global Café

In recent years, corporate social responsibility (CSR) has been the subject of increasing public scrutiny, and consumers have become more concerned about whether enterprises are contributing to the betterment of society. This research takes Starbucks as an example in the exploration of the impact of different generations' perceptions of CSR on future buying willingness. The research survey collected 624 validated questionnaires. The results show...