How brand values and corporate social responsibility affect generation Z-customers’ choices in apparel industry

Abstract

Nowadays, consumers are becoming more aware of social, environmental, and ethical issues. This means branding, brand values and Corporate Social Responsibility (CSR) are significant parts of any business today. They may shape the way the company is interpreted by customers and society. In addition, it can influence a brand’s reputation and public image. Generation Z – people born between 1997 and 2010 – shows particular demand for brands to have an active position about social problems and a clear and honest message. The main purpose of the thesis is to analyse whether Corporate Social Responsibility activities and values of clothing brands affect the choices of Generation Z.

The thesis was completed using qualitative methods of research and a deductive approach. During the research, secondary and primary data were used. Secondary data was collected as a part of the literature review. A literature review focused on exploring brand components such as brand image, brand values, personality, and equity. In addition, the term CSR was explained and analysed. The author gave examples of CSR initiatives of popular apparel brands. Theoretical background also included analysis of Generation Z as a target group and attitude towards greenwashing. Empirical research included collection of primary data directly from representatives of Generation Z. Interviews were used as a main way to collect information for empirical research.

The key results of the research show that despite being aware of sustainability and admitting its importance, Generation Z does not always consider the values and CSR activities of brands while purchasing clothes.