Track: Business Management

Abstract

Lately, Corporate Social Responsibility (CSR) is considered a commitment and responsibility of a company to reduce the harmful effects from their manufacturing process and giving a good impact for society and environment. Some brands have really good CSR values and transparency and some don’t. This research is a good way to investigate whether consumer purchasing behaviour is influenced by particular brands’ ethical and social responsibility or not. Qualitative methods was used for this study, and for the data collection, self-completion questionnaires and semi-structured interviews were used.  The consumers were informed about each of companies’ CSR activities before answering the questions in questionnaires and interviews. The objectives of this research are to investigate the influence CSR actions of certain fashion brands on their reputation (from consumers’ point of view), and also to determine the impact of their reputation on customer buying/purchasing behaviour. The findings of this study was intended to investigate whether CSR influenced the consumer's purchasing behaviour.