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.
| Original language | English |
|---|---|
| Pages (from-to) | 124-137 |
| Number of pages | 14 |
| Journal | Journal of Fashion Marketing and Management |
| Volume | 23 |
| Issue number | 1 |
| Early online date | 3 Jul 2018 |
| DOIs | |
| Publication status | Published - 11 Mar 2019 |
Bibliographical note
Copyright © and Moral Rights are retained by the author(s) and/ or other copyright owners. A copy can be downloaded for personal non-commercial research or study, without prior permission or charge. This item cannot be reproduced or quoted extensively from without first obtaining permission in writing from the copyright holder(s). The content must not be changed in any way or sold commercially in any format or medium without the formal permission of the copyright holders.Keywords
- Apparel
- Consumer behaviour
- Consumer perception
- Corporate social responsibility
- Customer surveys
- UK
ASJC Scopus subject areas
- Business and International Management
- Marketing
