Retail buying as the main decision-making entity in responsible fashion. A stakeholder approach.
Rentsch, Valerie (2013)
Rentsch, Valerie
HAAGA-HELIA ammattikorkeakoulu
2013
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2013102816379
https://urn.fi/URN:NBN:fi:amk-2013102816379
Tiivistelmä
This thesis report aims at investigating how global fashion retailers should manage their corporate social responsibility when sourcing garments to be sold to German consum-ers?” The topic arises from the recent discussion about corporate responsibility in inci-dents such as factory fires and collapses in Bangladesh.
The theoretical framework for the research conducted consists of several key concepts which set the basis for the assumption that fashion purchasers are key decision-makers regarding the scope of the corporate social responsibility activities of their business; their most important source to base their decisions on being the consumer willingness to pay the price premium for a responsibly sourced product.
Two different research methods were used in the study. Exploratory research was con-ducted in the form of a literature review to create a knowledge base. Furthermore, a consumer survey was conducted (Jun/Jul 2013).
In conclusion, companies are recommended to take actions allowing them to avoid negative publicity regarding social / environmental misconduct in their operations. The cheaper the clothes offered, the larger is the mistrust in the company. Consumers are generally willing to pay a price premium for the added value of responsible clothing. However, the increase must be kept small.
The theoretical framework for the research conducted consists of several key concepts which set the basis for the assumption that fashion purchasers are key decision-makers regarding the scope of the corporate social responsibility activities of their business; their most important source to base their decisions on being the consumer willingness to pay the price premium for a responsibly sourced product.
Two different research methods were used in the study. Exploratory research was con-ducted in the form of a literature review to create a knowledge base. Furthermore, a consumer survey was conducted (Jun/Jul 2013).
In conclusion, companies are recommended to take actions allowing them to avoid negative publicity regarding social / environmental misconduct in their operations. The cheaper the clothes offered, the larger is the mistrust in the company. Consumers are generally willing to pay a price premium for the added value of responsible clothing. However, the increase must be kept small.