Abstract: 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.

Key words: new generation, social responsibility, self-concept, organizational identification, purchase intention