本文从消费行为的视角探讨以80后、90后为代表的新生代群体对企业社会责任实践的反应，具体进行了两个实验：实验1检验了企业社会责任实践是否促进新生代群体对公司产品的支持行为，实验2比较了新生代和非新生代群体对企业社会责任活动反应的差异，并从组织认同视角给予解释。实验结果显示，新生代群体对社会责任公司的产品（相比较普通公司的产品）表现出更多的支持。更重要的是，不同代际群体对社会责任公司的产品支持存在差异，新生代群体对社会责任公司的产品支持要显著高于非新生代群体。这一研究结果意味着，新生代群体并非社会责任缺失的一代，对于实施社会责任战略的公司有更高的市场价值。

This paper explores the reaction of new generations born in 1980s and 1990s on corporate social responsibility from consumer behavior perspective. We conducted two experiments. Study 1 examined whether the CSR practice promotes the new generations’ support to firms’ products. Study 2 compared the differences of the responses of the new generation and the old generation to corporate social responsibility activities, and explained the difference from the perceptive of organizational identification. The experiments results show that new generations support the CSR firm’ s products much more than non-CSR firm’s products. What’s more, the new generation are more likely than old generations to support CSR firm’s products. Our results imply that the new generations are not lacking of social responsibility. Instead, new generations are more valuable for firms to implement CSR strategy.