Corporate social responsibility in the fast fashion industry

The increased consumer attention towards CSR (corporate social responsibility)- practices, needs and execution is a tendency that has equally developed amongst the consumers of fast fashion industry. This study was inspired by the paradoxical paradigm that exists between fast fashion brands and their CSR. Previous research highlights the aspect of reputation in the context of CSR, as well as its potential to increase organisational legitimacy. Research on CSR- communication and information is equally vast. However scholars have not specifically addressed the fast fashion industry in this context. Literature further suggests, that CSR- information is interpreted and understood and judged differently by different stakeholders. 12 semi-structured in-depth interviews were conducted with consumers of fast fashion industry in order to research the phenomenon. In order to understand the true meaning behind the paradigm, the following thematic entities were inspected with detail: 1) the understanding of CSR by the consumers of the industry 2) the CSR- preferences of consumers 3) the preferred and most efficient CSR- communication strategies and 4) the possible means for increased legitimacy of fast fashion brands via CSR and its communication. The author was aware of the prevalent mistrust of consumers of fast fashion brands towards their CSR. Nevertheless, the main findings suggest a plethora of varying beliefs and hidden consumer attitudes towards the CSR of fast fashion brands. Salient findings show that consumers prefer sustainability- and employee- related- CSR. Understanding the consumer mindset seems crucial in order to build a connection between properly adjusted, executed and communicated CSR. The findings further suggest a re-direction of CSR- policies, initiatives, and communication, without however demolishing the organisational structure and business models of fast fashion brands. As suggested by this research, a possible future road points towards an ideal combination of transparent, relevant, proactive, educative and authentic CSR and CSR- communication. Consequently, as its main implications, this research proposes transparent and authentic CSR- communication in order to appease the consumer mistrust. Once achieved, consumers have the potential to become more aware of CSR- issues, trust companies more and spread good word-of-mouth. In return, this all can gradually lead to repeated purchases due to clearer consumer consciousness.