Can Corporate Social Responsibility Shift Consumer Behavior? Insights from Scenario-Based Experiment in the Fast Fashion Industry
This study investigates the interplay between Corporate Social Responsibility (CSR) engagement and pricing strategies in shaping consumer purchase intentions in the fast fashion industry. Using a scenario-based experimental design with 267 participants, this research explores how different levels of...
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MDPI AG
2024-11-01
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| author | Piotr Zaborek Dominika Nowakowska |
| author_facet | Piotr Zaborek Dominika Nowakowska |
| author_sort | Piotr Zaborek |
| collection | DOAJ |
| description | This study investigates the interplay between Corporate Social Responsibility (CSR) engagement and pricing strategies in shaping consumer purchase intentions in the fast fashion industry. Using a scenario-based experimental design with 267 participants, this research explores how different levels of CSR and two distinct price points influence purchasing behavior. Additionally, the moderating effects of individual differences, such as consumer wealth, motivations for sustainable behavior, and income, are examined. The findings indicate that higher levels of CSR engagement significantly enhance purchase intentions, particularly when combined with higher price points, perhaps due to consumer perceptions of CSR programs associated with more expensive brands as more authentic. However, price remains a critical factor for lower-income consumers, revealing an “ethical consumption gap” where affordability outweighs ethical concerns. Extrinsic motivations, such as social pressure, strongly influence wealthier consumers’ decisions, while intrinsic motivations show a more complex relationship with purchasing behavior. The findings provide practical insights for fast fashion brands, suggesting that aligning CSR with competitive pricing and authentic messaging is crucial for appealing to both price-sensitive and ethically conscious consumers. |
| format | Article |
| id | doaj-art-bb73847be58047c58c8a864c56ee3286 |
| institution | OA Journals |
| issn | 2076-3387 |
| language | English |
| publishDate | 2024-11-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Administrative Sciences |
| spelling | doaj-art-bb73847be58047c58c8a864c56ee32862025-08-20T01:53:42ZengMDPI AGAdministrative Sciences2076-33872024-11-01141128310.3390/admsci14110283Can Corporate Social Responsibility Shift Consumer Behavior? Insights from Scenario-Based Experiment in the Fast Fashion IndustryPiotr Zaborek0Dominika Nowakowska1SGH Warsaw School of Economics, al. Niepodległości 162, 02-554 Warsaw, PolandSGH Warsaw School of Economics, al. Niepodległości 162, 02-554 Warsaw, PolandThis study investigates the interplay between Corporate Social Responsibility (CSR) engagement and pricing strategies in shaping consumer purchase intentions in the fast fashion industry. Using a scenario-based experimental design with 267 participants, this research explores how different levels of CSR and two distinct price points influence purchasing behavior. Additionally, the moderating effects of individual differences, such as consumer wealth, motivations for sustainable behavior, and income, are examined. The findings indicate that higher levels of CSR engagement significantly enhance purchase intentions, particularly when combined with higher price points, perhaps due to consumer perceptions of CSR programs associated with more expensive brands as more authentic. However, price remains a critical factor for lower-income consumers, revealing an “ethical consumption gap” where affordability outweighs ethical concerns. Extrinsic motivations, such as social pressure, strongly influence wealthier consumers’ decisions, while intrinsic motivations show a more complex relationship with purchasing behavior. The findings provide practical insights for fast fashion brands, suggesting that aligning CSR with competitive pricing and authentic messaging is crucial for appealing to both price-sensitive and ethically conscious consumers.https://www.mdpi.com/2076-3387/14/11/283fast fashionpurchase intentionsustainable consumptionCSRextrinsic motivationsintrinsic motivations |
| spellingShingle | Piotr Zaborek Dominika Nowakowska Can Corporate Social Responsibility Shift Consumer Behavior? Insights from Scenario-Based Experiment in the Fast Fashion Industry Administrative Sciences fast fashion purchase intention sustainable consumption CSR extrinsic motivations intrinsic motivations |
| title | Can Corporate Social Responsibility Shift Consumer Behavior? Insights from Scenario-Based Experiment in the Fast Fashion Industry |
| title_full | Can Corporate Social Responsibility Shift Consumer Behavior? Insights from Scenario-Based Experiment in the Fast Fashion Industry |
| title_fullStr | Can Corporate Social Responsibility Shift Consumer Behavior? Insights from Scenario-Based Experiment in the Fast Fashion Industry |
| title_full_unstemmed | Can Corporate Social Responsibility Shift Consumer Behavior? Insights from Scenario-Based Experiment in the Fast Fashion Industry |
| title_short | Can Corporate Social Responsibility Shift Consumer Behavior? Insights from Scenario-Based Experiment in the Fast Fashion Industry |
| title_sort | can corporate social responsibility shift consumer behavior insights from scenario based experiment in the fast fashion industry |
| topic | fast fashion purchase intention sustainable consumption CSR extrinsic motivations intrinsic motivations |
| url | https://www.mdpi.com/2076-3387/14/11/283 |
| work_keys_str_mv | AT piotrzaborek cancorporatesocialresponsibilityshiftconsumerbehaviorinsightsfromscenariobasedexperimentinthefastfashionindustry AT dominikanowakowska cancorporatesocialresponsibilityshiftconsumerbehaviorinsightsfromscenariobasedexperimentinthefastfashionindustry |