The challenges of the XXI century affect every aspect of daily life and fashion industry is no exception. Being highly-intensive, clothing manufacturing becomes one of the first industries characterized as global with production and distribution lines spread out literally all over the world. While globalized activities are in general positively regarded, the down side of the clothing industry’s internationality is that its production is being oriented to take place in countries with cheap workforce, varying government regulations, non-standardized employment and nature protection norms, causing thus a number of ethical issues. To balance out the controversy of the sector, clothing companies’ management have been changing to embrace Corporate Social Responsibility (CSR) as a policy in attempt to find new solutions and respond to the rigorous demands from customers and stakeholders.
Table of Contents
I. INTRODUCTION
1.1 BACKGROUND
1.2 TASKS OF THE STUDY AND HYPOTHESIS
1.3 SUBJECT, OBJECT AND RELEVANCE OF THE RESEARCH
1.4 METHODOLOGY
1.5 STRUCTURE OF THE RESEARCH
II. CHAPTER ONE. THEORETICAL FOUNDATION AND EVOLUTION OF CORPORATE SOCIAL RESPONSIBILITY
2.1 DEFINITION OF CORPORATE SOCIAL RESPONSIBILITY
2.2 EVOLUTION OF CORPORATE SOCIAL RESPONSIBILITY FROM THE ROMAN EMPIRE TO NOWADAYS
2.3 RESEARCH METHODOLOGY
III. CHAPTER TWO. CORPORATE SOCIAL RESPONSIBILITY IN THE RETAIL INDUSTRY
3.1 CSR IN RETAIL
3.2 WILLINGNESS TO PAY FOR CSR
3.3 INTERDEPENDENCE BETWEEN CSR AND CUSTOMER SATISFACTION
IV. CHAPTER THREE. THE CASE STUDY OF CSR IN H&M
4.1 IMPLEMENTATION AND EVOLUTION OF CSR PRACTICES IN H&M
4.2 CURRENT CSR PRACTICES AND PROGRAMMES
4.3 EMPIRICAL STUDY OF THE EXISTING CSR PROGRAMMES IN H&M
V. CONCLUSION
Research Objectives and Themes
The primary objective of this thesis is to identify the relationship between Corporate Social Responsibility (CSR) initiatives and consumer buying behavior, specifically within the fast-fashion retail sector. The research aims to evaluate how a company's commitment to social and environmental responsibility influences customer satisfaction and the willingness to pay, using H&M as a central case study.
- The theoretical evolution of CSR frameworks and their adaptation in the global retail industry.
- Methods for measuring the impact of CSR activities on consumer decision-making processes.
- Consumer awareness and perception of brand-led sustainability programmes.
- The specific case analysis of H&M's transparency and circular business models.
- Strategies to align corporate sustainability goals with consumer expectations and purchasing loyalty.
Excerpt from the Book
2.1 Definition of Corporate Social Responsibility
The first definition of Corporate Social Responsibility appeared in 1953 and was presented by Howard Bowen, who is believed to be the founder of the doctrine of Corporate Social Responsibility. Bowen defined the businesses’ social responsibilities to be such as to fulfil the obligations, decisions and actions that had been marked as desirable by the society. Approximately 30 years later, Archie Carroll’s description of the notion became the first unified characterisation, stating that Corporate Social Responsibility encompasses multiple expectations of society – expectations of economic, legal, ethical and discretionary or philanthropic nature towards enterprises at a given point in time.
Carroll came up with the definition on the basis of other scholars’ work and the reason his reading of the concept became more popular than other similar ones was that he had managed to provide a clearer and more concise conceptualisation that was vastly applicable under any context. Furthermore, he organised the main responsibilities a corporation has in a pyramid, in the base of which were positioned the economic responsibilities, followed by the legal responsibilities (the first two required by society), the ethical ones that were outside the law obligations and on the top sat the philanthropic responsibilities (the latter two desired by society, but not obligatory).
Summary of Chapters
I. INTRODUCTION: Provides the background to the clothing industry's challenges and outlines the research objective regarding the link between CSR and consumer behavior.
II. CHAPTER ONE. THEORETICAL FOUNDATION AND EVOLUTION OF CORPORATE SOCIAL RESPONSIBILITY: Reviews the historical development of CSR concepts and key academic definitions, including Carroll's pyramid model and strategic CSR.
III. CHAPTER TWO. CORPORATE SOCIAL RESPONSIBILITY IN THE RETAIL INDUSTRY: Examines factors like customer satisfaction, willingness to pay, and the influence of marketing on consumer perception within the retail sector.
IV. CHAPTER THREE. THE CASE STUDY OF CSR IN H&M: Offers a critical analysis of H&M’s specific sustainability practices, including their transparency initiatives and an empirical survey of consumer responses.
V. CONCLUSION: Synthesizes the findings, noting that while H&M has robust sustainability targets, customer awareness remains limited and CSR is only one of many factors in purchasing decisions.
Keywords
Corporate Social Responsibility, CSR, H&M, consumer behaviour, retail industry, sustainability, fast fashion, Carroll's pyramid, circular economy, customer satisfaction, transparency, ethical production, consumer awareness, brand loyalty, business strategy.
Frequently Asked Questions
What is the core focus of this thesis?
The thesis explores the impact of Corporate Social Responsibility (CSR) initiatives on consumer buying behavior, specifically looking at the fast-fashion retailer H&M.
What are the primary themes discussed?
Key themes include the historical evolution of the CSR concept, its application in the retail industry, consumer willingness to pay for responsible products, and the effectiveness of sustainability communications.
What is the main objective of the study?
The primary aim is to determine if a company's commitment to social and environmental responsibility directly influences consumer behavioral intentions and satisfaction.
Which research methodology is employed?
The research uses a two-stage approach: a critical analysis of existing academic literature and an empirical consumer survey to measure public awareness and recognition of CSR programs.
What is covered in the main body?
The main body examines the theoretical foundations of CSR, its implementation in the retail sector, and a detailed case study of H&M’s CSR programs and their reception by consumers.
What are the key descriptive terms for this research?
Important keywords include Corporate Social Responsibility, H&M, sustainability, consumer behavior, and the retail industry.
How does H&M integrate CSR into its business model?
H&M utilizes circular and sustainable production strategies, transparency in supply chains, and annual sustainability reports to align with global environmental and human rights standards.
Does the research conclude that CSR increases sales?
The research suggests that CSR is only one of several factors influencing purchasing; while it contributes to brand image, consumers are often more driven by price and quality than by the sustainability policies of the retailer.
- Citar trabajo
- Rositsa Ivanova (Autor), 2019, Corporate Social Responsibility and its Impact on Consumer Buying Behaviour. A Case Study on H&M, Múnich, GRIN Verlag, https://www.grin.com/document/1380446
