The Role of Corporate Social Responsibility on Consumer Behaviour in the Fashion Industry: a comparison between generations
Kivimäki, Natalia (2025)
2025
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https://urn.fi/URN:NBN:fi:amk-2025052716642
https://urn.fi/URN:NBN:fi:amk-2025052716642
Tiivistelmä
This research-based thesis explores the role of corporate social responsibility on consumer behaviour (CSR) in the fashion industry and compares generations of consumers. Previously, there have been some studies conducted on the role of sustainability and CSR on the behaviour of young consumers, while the comparison between younger and older generations has been left mostly untapped. The topic of CSR has been, and will increasingly continue to be, a transformative topic in the fashion industry.
The primary research for this thesis was conducted through a mixed-methods survey. The sample of respondents (n = 69) consisted of fashion consumers, of various generations and with diverse backgrounds. The respondents provided their views on the importance of CSR, their purchasing behaviour and how they would like fashion companies to communicate about CSR.
The results of the survey indicated that consumers generally consider CSR to be very important in the fashion industry. There were clear generational differences in how much CSR was considered before purchasing decisions and where that information was found. While older generations relied on traditional sources for information, such as the news, media, and word-of-mouth, younger generations diversified their sources by including social media and reports.
The most important aspects of CSR for all generations were ethical labour practices and environmental sustainability. Younger generations focused on transparency, while older generations focused on the net neutral approach of avoiding harm through business operations.
Fashion companies being transparent about their CSR practices increased trust from consumers of all generations. However, only the youngest generation, born between 1996 and 2012, were consistent in trusting, purchasing from and paying more for transparent CSR practices.
All generations showed an interest in learning more about the CSR practices of fashion companies, although preferences on which channels they should market through differed, as did opinions on company motives for CSR.
This thesis offers its value to fashion companies by indicating the direction towards which consumer behaviour is moving and thereby helping them make educated decisions on CSR matters based on their target market. The companies willing to modernize will be rewarded with a loyal consumer market now and in the future.
The primary research for this thesis was conducted through a mixed-methods survey. The sample of respondents (n = 69) consisted of fashion consumers, of various generations and with diverse backgrounds. The respondents provided their views on the importance of CSR, their purchasing behaviour and how they would like fashion companies to communicate about CSR.
The results of the survey indicated that consumers generally consider CSR to be very important in the fashion industry. There were clear generational differences in how much CSR was considered before purchasing decisions and where that information was found. While older generations relied on traditional sources for information, such as the news, media, and word-of-mouth, younger generations diversified their sources by including social media and reports.
The most important aspects of CSR for all generations were ethical labour practices and environmental sustainability. Younger generations focused on transparency, while older generations focused on the net neutral approach of avoiding harm through business operations.
Fashion companies being transparent about their CSR practices increased trust from consumers of all generations. However, only the youngest generation, born between 1996 and 2012, were consistent in trusting, purchasing from and paying more for transparent CSR practices.
All generations showed an interest in learning more about the CSR practices of fashion companies, although preferences on which channels they should market through differed, as did opinions on company motives for CSR.
This thesis offers its value to fashion companies by indicating the direction towards which consumer behaviour is moving and thereby helping them make educated decisions on CSR matters based on their target market. The companies willing to modernize will be rewarded with a loyal consumer market now and in the future.