Building corporate social responsibility authenticity among gen Z consumers: A virtual reality approach

Emerging technologies offer new avenues for companies to communicate corporate social responsibility (CSR) initiatives. This study examines virtual reality (VR) as a mechanism to enhance Gen Z consumers’ perceptions of CSR authenticity, comparing its effectiveness with 360° and 2D videos. A controlled laboratory experiment demonstrates that both VR and 360° videos increase perceived CSR authenticity more than 2D videos by fostering presence and empathy. While VR enhances CSR authenticity beyond 360° videos, this effect does not operate through presence or empathy. These findings suggest that immersive storytelling in VR strengthens CSR communication and engagement.