Objective of this research is to examine hierarchy between three factors that affect purchasing intention of Generation Z for products of companies implementing CSR projects. Since Generation Z will become target market of many companies in the shortrun, studies regarding their purchasing intention, sign of actual purchase, are valuable. Three independent factors include "Perception of Primary Motives", "General Attitudes", and "Preconditions to Prefer". Data was collected through a survey with scales measuring research variables. Four Regression Models were tested to see hierarchical effect of independent variables. The results showed that positive perceptions and attitudes alone aren"t sufficient to create strong purchasing intention for CSR related products. Determination coefficcient increased as "Preconditions to Prefer", namely affordable price and good quality products, were entered into the model, respectively. Managers targeting Generation Z are suggested to implement CSR projects but not at the expense of affordable price and expected quality standards.

Purpose-The pandemic resulted in an unexpected volume of customer demand for quick delivery of grocery products. This, in turn, caused a terrific increase in the burden of delivery employees working for quick commerce (q-commerce) retailers. There was much news about working conditions of couriers during the pandemic. In this study, under the theoretical guidelines of the Stimulus-Organism-Response model (SOR), the author aims to investigate how information regarding working conditions (stimuli) affect evaluation of brand reputation (organism) and retail patronage intention (response). The framework of the study is limited to q-commerce grocery retailers because of their significant growth potential. Methodology-A within-subjects experimental design was implemented to collect data. The author developed two scenarios based on true events. In the scenarios, two hypothetical q-commerce retailers were narrated to manipulate good and poor working conditions of delivery employees. Paired sample t-tests were conducted to test the mean differences of brand reputation and retail patronage intention. Additionally, two separate studies were conducted to test what if a q-commerce grocery retailer with good working conditions also set higher prices. Findings-The findings show that the brand reputation of q-commerce grocery retailers with good working conditions is higher. Similarly, customers show higher retail patronage intention for q-commerce grocery retailers with good working conditions. The results are valid even if the prices of q-commerce grocery retailers with good working conditions are higher. Conclusion-The current article is one of the first empirical studies on q-commerce retailers. The study also contributes by providing new insights about consumer reactions to poor working conditions of retailers under extraordinary circumstances from which they also suffer. Poor working conditions cause to lose customers besides the ethical considerations, but retention of customers is a must for the survival of infant q-commerce retailers.

This study is into the changes in shopping motivations of Generation Z customers. The first objective is to reveal whether or not Generation Z customers visit different retailer types with different shopping motivations. The study also aims to investigate whether or not shopping motivations of Generation Z customers change by existence of a shopping companion. The results showed that Generation Z customers visit different retailer types with different shopping motivations. Additionally, they act with different shopping motivations when they visit retailers alone or with a shopping companion. This research has some practical implications. It creates an opportunity to determine right retailing strategies for different retailer types. It also helps to sales assistants about how to approach Generation Z customers when they visit retailers alone or with a shopping companion.

Educational social entrepreneurs which offer massive open online courses (MOOCs) create social value through removing inequality in terms of reaching educational resources to develop new skills required by the business world through offering free or low cost, high quality online courses to anyone anywhere and removing the barriers of traditional education cost, location, and access. The negative effects of COVID-19 pandemic on unemployment levels and new graduates' expectations about finding a job are apparent. As known, there has also been a long-standing debate over the insufficiency of traditional education models in terms of satisfying human resources qualifications needed by contemporary business world. After the pandemic, new jobs and new business models requiring new employee skills are also expected to occur. As a result, the understanding behind the MOOCs and the importance of social entrepreneurs which offer MOOCs increased. For these reasons, the purpose of this chapter is to examine MOOCs platforms and their actions to create social value during the COVID-19 pandemic.