A Study of the Motivation to Participate in Virtual CSR Co-Creation: Chinese Post-90s' Generation

Abstract

With the development of economy and society, the utilization of the Internet in all walks of life is booming, and corporate social responsibility (CSR) has also evolved from a traditional offline model to a combination of online and offline models. The use of social media for value co-creation is called virtual value co-creation. China’s Alipay platform launched a public welfare activity Ant Forest, which is an example of virtual value co-creation. Behind this seemingly simple activity is a complex value co-creation behavior. This article considers Ant Forest as an example, guided by the theory of value co-creation, and selects the post-90s as the research object to explore the motivation of users to participate in virtual value co-creation.