Fashion and CRS

: an experimental study of the effect of CSR messages on fashion products

Abstract

This study aimed to investigate how Portuguese consumers react to various corporate social responsibility (CSR) initiatives in the fashion industry. Experimental research was conducted to evaluate the impact of CSR messages on Portuguese consumers' willingness to pay for and perceptions of fashion products. The study also investigated which specific CSR practices were most effective. The results revealed that consumers are generally responsive to information about CSR and that this can affect their perceptions of a brand's products. These findings suggest that while consumers do have filters that can influence their perceptions of a brand and its products, they are sensitive to information about CSR. Further research could investigate how to market segment and clothing type influence consumer perceptions and responses, as well as identify any potential moderating factors that may impact these relationships. The results of this study provide insights for both companies and researchers interested in understanding the complex relationship between CSR and consumer responses.

Date of Award	3 May 2023
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Sérgio Moreira (Supervisor)