The role of the CSR strategy in building customer trust in the fast fashion sector

: a case study on About You’s CSR strategy

Abstract

A comprehensive CSR (Corporate Social Responsibility) strategy is becoming increasingly important in the fashion industry. Especially since the COVID-19 pandemic, customers are increasingly paying attention to how their clothing is produced sustainably and fairly. Research is also increasingly addressing the issue of CSR strategy. There is already initial research proving that CSR strategies and their communication can influence the relationship with stakeholders. This thesis deals with the influence of the CSR strategy on the brand attitude and the brand trust of the customers based on the case study of the online fashion retailer ABOUT YOU. The company is one of the fastest growing fashion retailers on the German market, positioning itself as a pioneer in the industry when it comes to sustainability. Therefore, the consideration of the CSR strategy of the company is particularly relevant. In this dissertation, a content analysis according to Mayring is conducted. Based on this, a quantitative customer survey is conducted. The data are analyzed in more detail in SPSS, a software for advanced statistical analysis. The qualitative data analysis of the CSR strategy of the company ABOUT YOU forms a context in which the following qualitative data collection is embedded. In the quantitative data evaluation the independent variables - whose influence is underestimated - are transparency of communication, profit motivation, and transparency of motivation. The empirical investigation of the research questions reveals that the perceived CSR strategy significantly affects brand attitude and trust. Transparent communication of the CSR strategy has a significant positive influence on brand attitude and brand trust. On the other hand, the company's profit motivation significantly negatively affects the two dependent variables, which are costumer trust and brand attitude. However, transparent communication about the profit motivation can offset its harmful effects. For the company ABOUT YOU, the results of this evaluation in connection with the conducted content analysis mean that a more transparent communication of the strategy and the motivation at the touchpoints with the customers can strengthen the brand attitude and their trust.

Date of Award	19 Dec 2023
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Mariana Victorino (Supervisor)