Mrs. Mrinal Sanjay Rao, Mr. Masarrat Raj
Assistant Professor Student of PGDM (Finance)
Sinhgad Institute of Business Administration and Research, Kondhwa (Bk), Pune.
Today when competition has reached its peak, anything that gives competitive advantage is a matter of concern for the corporations. In such a situation, when businesses have realized that they owe something back to the society and nature, corporate social responsibility (CSR) has become a priority on the agenda of the corporations. Giving back to the society and conserving the natural resources for a better future leads to the sustainable development in and around the areas where the businesses exist and operate.
The global information exchange has certainly contributed to the awareness about ethics and social responsibility. The generation Y is more aware about the social responsibility and is seen engaged in various such initiatives since their college days, not only doing charity in terms of money but much more. This grooming certainly will lead to socially responsible behaviour as employees and also as citizens. It also has an impact on their choosing of an employer who is known for its socially responsible behaviour and their further engagement and involvement in various CSR initiatives taken up by the organizations.
This paper is an attempt to find if there is a co- relation between the awareness of CSR in the younger generation and their willingness to work in socially responsible organizations. The study also tries to find out the level of preference given by younger generation to the reputation of companies for being socially responsible. The researcher relies on primary data and statistical analysis for presenting the findings.
[Keywords:- Corporate Social Responsibility, young generation, socially responsible behaviour, sustainable development initiatives, employers’... [continues]
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