“…Younger generation is prone to believe that companies practice CSR programs in order to follow global trends and increase publicity, while the middle aged ones incline more to believe that improvement of performance and market position are motivators for CSR. This difference, however, is probably because of different experiences of the two consumer groups: young people’s inclination toward global trends (Manić, ), while difficulties in competitiveness and attracting of investments characterize the transition period (Đuričin, ), from which the experience of the middle aged generation originates. The suspicion that stakeholders’ needs and prosperity of the society, as endogenous motives from the socialist era, still motivate companies to be socially responsible is equally present among all generations, since problems of the transition, like irresponsible care for employees, community, and the environment (Gavrilović & Ivanović, ; Ivanović‐Đukić, ; Koleva et al, ; Kooskora & Kujala, ) equally affected all generations.…”