The corporate social responsibility strategy in fast fashion industry : case company Zara

Abstract

Businesses are taking social responsibility more seriously. This change has happened, because CSR can bring real value to companies for a long time. Therefore, the continuous optimisation of CSR is one of the competitive advantages of companies. Companies need to use CSR strategies to improve reputation and customer loyalty. This thesis puts the effectiveness of Zara's strategy into theory by analysing the CSR strategy of the case company Zara. CSR strategies create added value for the company. These hidden added values have social, environmental, and ethical implications. , It acts as a bridge between the CSR strategy and customer loyalty. Customers' attitudes towards the company's CSR strategy and CSR commitment are responsible for changes in customer loyalty. The conclusions show that Zara's CSR strategy is not very effective. Although its CSR report indicates that the company makes many positive contributions to the economy, human development, and the environment, this is not the case. The destruction of the environment and the disregard for human rights are exquisitely reflected. The article also concludes with some suggestions for the viability of companies in the fast fashion sector.