How do fashion businesses deal with CSR

Abstract

The fashion sector has been placed under an increasing pressure to adopt Corporate Social Responsibility (CSR) practices that are credible facing the growing scepticism of consumers. An evaluation of the CSR impact on the perception and the purchase behavior of fashion consumers has been made. The task consists in analyzing how CSR affects Green Trust (GTr), Green Word of Mouth (GWOM), Green Attitude (GA) and Green Purchase Intention (GPI) of consumers. This task has been realised with a quantitative study. The data collected has been analyzed through a linear regression analysis with the SPSS website. The results have proven that the CSR perception had a strong influence on GTr and GWOM, acting as a good push in the construction of the brand’s reputation. However, it has been established that CSR didn’t have any direct impact on the GPI of consumers and didn’t modify the sustainable preoccupations of respondents. In conclusion, it has been determined that CSR constitutes an essential but indirect factor which creates a trust and engagement relation, but doesn’t operate as a trigger for immediate purchase. Some managerial implications and other research topics have been formulated for the future.