Motivation for Corporate Social Responsibility (CSR) Practices: A Study of Five Finnish Apparel Brands
Bhusal, Prativa (2018)
Metropolia Ammattikorkeakoulu
2018
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2018112919036
https://urn.fi/URN:NBN:fi:amk-2018112919036
Tiivistelmä
The aim of this study was to find out the motivation behind CSR activities of Finnish apparel brands. The study also aimed at elaborating CSR activities and CSR perception of Finnish apparel brands. In addition, with the help of the data obtained, an attempt has been made to analyse future prospects of CSR in light of emerging trends such as of ethical clothing and sustainability.
Five Finnish apparel brands – Makia, Vietto, Papu, Kiks and Second Chance – were selected for the study by using the purposive sampling method. The selected brands labelled themselves as sustainable or ethical brands. Primary data was collected by conducting email interviews with top executives of the selected companies. Secondary data was obtained from the companies’ annual reports, websites, web publications and blogs.
The findings indicate that several factors such as hope for a competitive advantage gain, recognition of CSR as a right thing to do and personal beliefs and convictions of founders and top executives motivate the apparel brands to initiate and implement CSR activities. Common CSR activities implemented by the apparel brands include philanthropic donations, contribution and collaboration in awareness raising, use of sustainable raw material and, assurance of fair pay and safe working conditions. It was also found that for some brands CSR still remains an extra activity, while some have centred their business around the very concept of CSR and sustainability.
In addition, the findings also show that the apparel brands perceive CSR not just a right thing to do, but also as a component that plays positive role in overall success of their business. Four out of the five brands studied reported rising pressure for CSR/sustainability activities in Finland, while all of the brands studied seemed aware of rising consumer awareness on CSR, sustainability and ethical issues.
Five Finnish apparel brands – Makia, Vietto, Papu, Kiks and Second Chance – were selected for the study by using the purposive sampling method. The selected brands labelled themselves as sustainable or ethical brands. Primary data was collected by conducting email interviews with top executives of the selected companies. Secondary data was obtained from the companies’ annual reports, websites, web publications and blogs.
The findings indicate that several factors such as hope for a competitive advantage gain, recognition of CSR as a right thing to do and personal beliefs and convictions of founders and top executives motivate the apparel brands to initiate and implement CSR activities. Common CSR activities implemented by the apparel brands include philanthropic donations, contribution and collaboration in awareness raising, use of sustainable raw material and, assurance of fair pay and safe working conditions. It was also found that for some brands CSR still remains an extra activity, while some have centred their business around the very concept of CSR and sustainability.
In addition, the findings also show that the apparel brands perceive CSR not just a right thing to do, but also as a component that plays positive role in overall success of their business. Four out of the five brands studied reported rising pressure for CSR/sustainability activities in Finland, while all of the brands studied seemed aware of rising consumer awareness on CSR, sustainability and ethical issues.