The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
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The Influence of Fashion Corporate Social Responsibility upon Consumer Purchase Behavior

패션 기업의 사회적 책임 활동이 소비자 구매 행동에 미치는 영향

  • Lee, Jung-Im (Dept. of Clothing Science, Seoul Women's University) ;
  • Shin, Su-Yun (Dept. of Clothing Science, Seoul Women's University)
  • 이정임 (서울여자대학교 의류학과) ;
  • 신수연 (서울여자대학교 의류학과)
  • Received : 2010.05.14
  • Accepted : 2010.12.04
  • Published : 2010.12.31
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Abstract

Nowadays, business environment changes with higher consumer demands for corporate social responsibility than before. However, many fashion companies are unaware of such a wave of changing business environment. And they are not so much interested in making any investment or policy for CSR activities. Besides, despite changing environment and consumer demands, there are very few studies dealing with this matter. Thus, this study aimed to find out the proper types of CSR activities for fashion companies. In addition, it also intended to determine potential effects of CSR activities on consumer attitudes and purchase behaviors. The findings are as follows. First, it is found that there are differences in consumers' perceived suitability depending on types of CSR activities of fashion company. Secondly, it is found that the suitability of CSR activities of fashion companies has positive effects on consumer attitudes to fashion companies. Thirdly, the more favorable consumer attitudes to fashion companies owing to their CSR activities are correlated with the higher consumer satisfaction. Fourthly, the more favorable consumer attitudes to fashion companies are also correlated with the higher consumer intention for purchase. Hence, it is required that fashion companies recognize the importance of their CSR activities, and also plan and implement appropriate CSR activities for consumers.

Keywords

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