This paper explores the influence of organizational credibility and corporate conscience on the purchasingbehavior of Generation Z, a cohort characterized by its digital fluency and strong ethical awareness. As businessesface increasing pressure to align with Gen Z’s values—particularly environmental sustainability, transparency, and socialresponsibility—the concepts of brand trust and ethical identity have emerged as critical determinants of consumer choice.Organizational credibility, rooted in trustworthiness and expertise, shapes consumer perceptions and enhances brandimage by fostering reliability and reducing perceived risk. Simultaneously, corporate conscience, expressed throughauthentic corporate social responsibility (CSR) initiatives and sustainability practices, resonates with Gen Z’s moralexpectations and strengthens emotional brand connections. By analyzing recent academic literature and contemporarycorporate strategies, this paper argues that credibility and conscience are no longer optional traits but strategic imperativesthat significantly trigger Gen Z's brand loyalty and purchase decisions in a competitive and socially conscious marketplace.
| Mualliflar | Ahmad Farid Jamali |
|---|---|
| Jurnal | Innovation science and technologiy |
| Nashr sanasi | 2025-06-25 |
| Jild | 1 |
| Son | 6 |
| Betlar | 170-174 |
| Til | Ingliz |
| DOI | 10.5281/zenodo.17447064 |
DOI: 10.5281/zenodo.17447064 · Maqolaning asl sahifasi
Generation Z, brand credibility, corporate conscience, purchase behavior, CSR, brand loyalty, ethical consumption, organizational trust, brand image, sustainability, consumer perception, corporate responsibility, transparency, youth marketing, green branding, trustworthiness, emotional connection, ethical branding.
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