CSR-consumption paradox: examination of UK apparel companies. Issue 1 (15th August 2018)

• Record Type: Journal Article
• Authors: Yu, Mei; Cao, Dongmei; Tan, Juh Yan
• Is Part Of: Journal of fashion marketing and management. Volume 23:Issue 1(2019)
• Page Start: 124
• Page End: 137
• Publication Date: 2018-08-15
• Subjects: Consumer behaviour -- UK -- Apparel -- Corporate social responsibility -- Customer surveys -- Consumer perception; Clothing trade -- Periodicals; Fashion merchandising -- Periodicals; Textile fabrics -- Periodicals; 687.0688
• DOI: 10.1108/JFMM-02-2018-0021
• Languages: English
• ISSNs: 1361-2026

Abstract

Abstract : Purpose: Despite extensive study into various aspects of corporate social responsibility (CSR), the effect on consumer behaviour is less explored. A growing amount of research is concerned with the phenomenon that CSR has a minor effect on actual purchases although CSR practices enhance consumers' purchase intentions. This is documented as the CSR-consumption paradox and is yet to be resolved. The purpose of this paper is to further understand this paradox. Design/methodology/approach: Questionnaires were administered face-to-face to consumers in Birmingham. These questionnaires concern consumer behaviour in relation to CSR practices of 21 popular apparel companies in the UK. Findings: Results suggest that consumers' pro-social priority is significantly related to pro-social consumption and that consumers' awareness of CSR practices is insignificantly associated with their purchase behaviour. The pro-social consumption does not differ significantly among different demographic groups. Research limitations/implications: To explore the external motivational factors in consumers' decision making will be a potential research direction in future. Practical implications: The empirical results provide implications for UK apparel marketers and policy makers to engage and motivate socially responsible consumers so as to reap strategic rewards for their CSR efforts. Originality/value: This paper contributes to the knowledge of socially responsible consumption and how it is affected by CSR.