Corporate Social Responsibility Influencing Sustainability within the Fashion Industry. A Systematic Review

Wrinkles in a CSR story: mismatched agendas in fast fashion service brands' CSR reputation

Purpose

Corporate social responsibility (CSR) is an increasingly important issue for service brands in fast fashion retailing, as consumers' negative impressions about retailers' CSR activities influence brand experience. Consumers' impressions of CSR efforts arise based on agendas communicated through many channels from different sources. The paper unravels the ‘wrinkles’, i.e. possible mismatches in CSR communication around service brands by studying differences between the three main sources of fast fashion brand-related CSR agendas: Autonomous company communication, news media and social media postings by consumers.

Design/methodology/approach

The authors use structural topic modeling (STM) to analyze a corpus of texts focusing on the CSR efforts of three major fast fashion service brands over three years. The texts included 89 items of company communication (CSR reports and press releases), 5,351 news media articles about the brands' CSR efforts and 57,377 consumer generated tweets about the brands.

Findings

The STM analysis extracted 26 different CRS-related topics from the texts. Results showed differences in how much the three sources emphasized topics. The brands' own communication puts emphasis on environmental responsibility. News media tended to report on economic issues, treatment of employees and specific CSR-related events. Twitter showed more activity in discussing incident-based and emotionally charged topics.

Research limitations/implications

The results feed into the ongoing discussion about how companies' CSR communication relates to communication in the press and among consumers. The authors highlight themes in the individual topics that are emphasized by the three sources, and discuss how CSR themes emerge in the overall transformative agenda.

Practical implications

The paper highlights how fast fashion service brands can identify and understand different CSR agendas arising around their brand. Insight into such agendas can be used to tailor the brands' communication strategies.

Originality/value

The paper contributes to the understanding of the factors behind fashion service brands' CSR reputation, highlighting how the three main sources of CSR reputation (company reports, news and social media) emphasize different types of agendas.

Drivers of Sustainable Apparel Purchase Intention: An Empirical Study of Malaysian Millennial Consumers

The fashion industry has expanded at the expense of the environment. Consumption and environmental pollution both serve as a wake-up call to the global endeavour to adopt more socially and environmentally responsible behaviours. It implies, in particular, a paradigm shift in consumer behaviour away from conventional to green products. Understanding the factors that influence consumer purchasing decisions is critical in developing the demand for and commitment to sustainable apparel consumption. In support of the United Nation’s efforts to promote sustainable consumption in Malaysia, a study was conducted to determine the motivating factors that influence consumers’ purchase intentions for sustainable apparel. The moderating effect of fashion consciousness on the outcome was also examined. An extended model of the Motivation-Opportunity-Ability (MOA) Theory and Self-Determination Theory (SDT) was developed and tested using 324 responses collected from the Malaysian millennial generation in six major urban locations. The results of the structural equation modelling analysis indicated that the elements of motivation, opportunity, and ability were all positively linked with the sustainable apparel purchase intention. Fashion consciousness had a moderating effect on the relationships between the three drivers (motivation, opportunity, and ability) and purchase intention. The research findings provide valuable insights for businesses to formulate a sustainable and unified business model that incorporates environmental, social, and consumer considerations into core business practices. These insights would also help designers to advance the development of sustainable products as an area of innovation and support policymakers in achieving the UN’s 17 Sustainable Development Goals (SDGs).

Life Cycle Based Comparison of Textile Ecolabels

Environmental impacts of textile production increased over the last decades. This also led to an increasing demand for sustainable textiles and ecolabels, which intend to provide information on environmental aspects of textiles for the consumer. The goal of the paper is to assess selected labels with regard to their strengths and weaknesses, as well as their coverage of relevant environmental aspects over the life cycle of textiles. We applied a characterization scheme to analyse seven selected labels (Blue Angel Textiles, bluesign®, Cotton made in Africa (CMiA), Cradle to Cradle CertifiedTM, Global Organic Textile Standard (GOTS), Global Recycled Standard (GRS), VAUDE Green Shape), and compared their focus to the environmental hotpots identified in the product environmental footprint case study of t-shirts. Most labels focus on the environmental aspects toxicity, water use, and air emissions predominantly in the upstream life cycle phases of textiles (mainly garment production), whereas some relevant impacts and life cycle phases like water in textile use phase remain neglected. We found significant differences between the ecolabels, and none of them cover all relevant aspects and impacts over the life cycle. Consumers need to be aware of these limitations when making purchase decisions.