Advances in Economics, Management and Political Sciences
- The Open Access Proceedings Series for Conferences
Proceedings of the 7th International Conference on Economic Management and Green Development
Series Vol. 35 , 10 November 2023
Open
Access | Article
The Research on the Influence of Fast Fashion Brands' Social Responsibility on Consumers' Purchase Intention: Taking H&M as an Example
* Author to whom correspondence should be addressed.
Abstract
Fast fashion companies are renowned for offering "affordable, fast, and fashionable" clothing, providing more consumers access to affordable fashion. With the advancement of corporate social responsibility globalization, more and more consumers are also concerned about the corporate social responsibility of fast fashion brands. Taking H&M Group's corporate social responsibility as an example, this paper examined the relationship between Chinese consumers' purchase intention and CSR, discussed the critical considerations for consumers to make purchase decisions for fast fashion products, reviewed the pertinent research on fast fashion, CSR, and elaborated on the interplay between the three and how they affect one another, with the hope of advancing the field of corporate social responsibility research in developing countries. The empirical findings of this study can aid decision makers in comprehending the attitudes of Chinese consumers toward corporate social responsibility, encouraging businesses to actively implement social responsibility strategies and assisting businesses in carrying out corporate social responsibility marketing. The 92 valid questionnaires collected in this study's questionnaire survey yielded the following findings: due to individual variances, the CSR of fast fashion brands affects consumers differently in China. Corporate social responsibility is crucial and can in some cases help to control consumers' intentions to make purchases.
Keywords
corporate social responsibility, fast fashion, purchase intention
References
1. The Beijing News, Shares of many fashion companies fell as H&M, LVMH and others donated money to fight the pandemic, 2020.01.28, retrieved 2023.04.21 from https://baijiahao.baidu.com/s?id=1656971092423895295&wfr=spider&for=pc.
2. K. Ho, Fast fashion icon H&M has donated $500,000 to the COVID-19 Solidarity Emergency Fund established by the World Health Organization, 2020.3.19, retrieved 2023.04.21 from https://www.voguehk.com/zh/article/fashion/hm-foundation-donate-500000-usd-to-covid19-response-fund/.
3. Y. J. Wei, H&M has donated 1 million yuan to the disaster zone in Henan province, and many netizens have expressed their approval, 2021.07.22, retrieved 2023.04.21 from http://news.winshang.com/html/068/7965.html.
4. A. Berg, S. Hedrich, P. Ibáñez, S. Kappelmark, K-H. Magnus, Fashion’s new must-have: Sustainable sourcing at scale, 2019.10.17, retrieved 2023.04.21 from https://www.mckinsey.com/industries/retail/our-insights/fashions-new-must-have-sustainable-sourcing-at-scale.
5. H. Karaosman, G. Morales-Alonso, M. Grijalvo, Consumers’ responses to CSR in a cross-cultural setting, Cogent Business & Management, 2015.
6. Q. Huang, H. Peng, H. Zhong, Research Report on Corporate Social Responsibility of China, 2021.
7. P. E. Severino-González,J. V. Villalobos-Antunez,J. MAtamala-Panes, C. Parada-Oyarce, Corporate Social Responsibility and consumers in the retail sector in Chile, The Journal of Globalization, Competitiveness and Gobernability, 2021.
8. A. Okafor, B. N. Adeleye, M. Adusei, Corporate social responsibility and financial performance: Evidence from U.S tech firms, Journal of Cleaner Production, 2021.
9. S. Adomako, S. G. Abdelgawad, M. Ahsan, J. Amankwah-Amoah, T. A. Liedong, Nonmarket strategy in emerging markets: The link between SMEs’ corporate political activity, corporate social responsibility, and firm competitiveness, Journal of Business Research, 2023.
10. A. Paruzel, L. Schmidt, G. W. Maier, Corporate social responsibility and employee innovative behaviors: A meta-analysis,Journal of Cleaner Production, 2023.
11. P. Shao,H. Lassleben, Determinants of Consumers’ Willingness to Participate in Fast Fashion Brands’ Used Clothes Recycling Plans in an Omnichannel Retail Environment, Journal of Theoretical and Applied Electronic Commerce Research, 2021.
12. X. Dong, S. Liu, H. Li, Z. Yang, S. Liang, N. Deng, Love of nature as a mediator between connectedness to nature and sustainable consumption behavior, Journal of Cleaner Production, 2020.
13. S. E. Beatty, M. E. Ferrell, Impulse buying: Modeling its precursors, Journal of Retailing, 1998.
14. A. Eggert, W. Ulaga, Customer-perceived value: a substitute for satisfaction in business markets, Journal of Business and Industrial Marketing, 2002.
15. X. Fan, Y. Leng, Loyalty factor method of brand value evaluation, Science Management Research, 2000.
16. Q. Liu, Research on the Composition and Influence of Symbolic Value in Fashion Consumption. Beijing Institute of Fashion Technology.2021.
17. M. Saunders, P. Lewis, A. Thornhill, Research Methods for Business Students, Prentice-Hall: London, UK, 2016.
18. S. Sen, C. B. Bhattacharya, Does Doing Good Always Lead to Doing Better? Consumer Reactions to Corporate Social Responsibility, Journal of Marketing Research, 2001.
Data Availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License. Authors who publish this series agree to the following terms:
1. Authors retain copyright and grant the series right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this series.
2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the series's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this series.
3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See Open Access Instruction).
- Volume Title
- Proceedings of the 7th International Conference on Economic Management and Green Development
- ISBN (Print)
- 978-1-83558-091-2
- ISBN (Online)
- 978-1-83558-092-9
- Published Date
- 10 November 2023
- Series
- Advances in Economics, Management and Political Sciences
- ISSN (Print)
- 2754-1169
- ISSN (Online)
- 2754-1177
- DOI
- 10.54254/2754-1169/35/20231743
- Copyright
- 10 November 2023
- Open Access
- This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited