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An investigation into how corporate social responsibility influences consumer behaviour regarding fast fashion

Donegan, Sam (2022) An investigation into how corporate social responsibility influences consumer behaviour regarding fast fashion. Undergraduate thesis, Dublin, National College of Ireland.

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The aim of this research is to analyse if corporate social responsibility (CSR) influences consumer behaviour in regards to fast fashion. This research topic aims to discover if multinational fast fashion corporations are influencing consumers through their use of social responsibility or if consumers are focused on only the products they sell. To establish what truly influences consumers, it is essential to review previous literature to gain an insight into how fast fashion has developed through the years. Throughout this research paper, there will be extensive knowledge explained through the literature review about the research topic. There are 4 main topics in which this literature review contains that contributed to the remainder of the research paper. These topics are the fast fashion supply chain, CSR in the clothing industry, ethics in fashion and consumer behaviour influences in fashion. These topics helped to form a basis on which this research paper can collaborate each topic to construct multiple hypothesis on the research question.

The methodological approach to this research paper involved qualitative and quantitative research methods. The main quantitative research method conducted in this research was a survey. The sample in which this survey was distributed to was a wide demographic of people mainly from a residential area. The data was collected using a Facebook area group page as this was the most suitable method to reach out to people. The survey consists of 10 questions with multiple choice answering. The data from the survey was tested using Cronbachs Alpha which measures the reliability of the answers of the respondents.

The key findings of this research paper found that consumers are not influenced by CSR. It was found that consumers impatience and financial position outweighed their moral compass regarding caring about how their favourite fast fashion brands produce their clothing. This was found and proven using previous literature and the data collected through the survey. These findings will have an impact on future generations of consumers as adopting the ways of older generations consumer behaviour will lead to an increase in pollution and dismaying unethical ways of production. This will lead on to further investigating younger generations to see if they have been influenced by their elders or influenced by their favourite fast fashion brands. Further research into fast fashion corporations CSR can be conducted to gain a perspective from both sides of the retail sector.

Item Type: Thesis (Undergraduate)
Subjects: H Social Sciences > HF Commerce > Marketing > Consumer Behaviour
H Social Sciences > HD Industries. Land use. Labor > Large Industry. Corporations. > Corporate Governance
H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Fashion Industry
Divisions: School of Business > BA (Honours) in Business Studies
Depositing User: Clara Chan
Date Deposited: 20 Sep 2022 16:37
Last Modified: 20 Sep 2022 16:37

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