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Can Corporate Social Responsibility Shift Consumer Behavior? Insights from Scenario-Based Experiment in the Fast Fashion Industry

Author

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  • Piotr Zaborek

    (SGH Warsaw School of Economics, al. Niepodległości 162, 02-554 Warsaw, Poland)

  • Dominika Nowakowska

    (SGH Warsaw School of Economics, al. Niepodległości 162, 02-554 Warsaw, Poland)

Abstract

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.

Suggested Citation

  • Piotr Zaborek & Dominika Nowakowska, 2024. "Can Corporate Social Responsibility Shift Consumer Behavior? Insights from Scenario-Based Experiment in the Fast Fashion Industry," Administrative Sciences, MDPI, vol. 14(11), pages 1-21, November.
    • Handle: RePEc:gam:jadmsc:v:14:y:2024:i:11:p:283-:d:1513338
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    References listed on IDEAS

    as
    1. Bo Zhang & Yaozhong Zhang & Peng Zhou, 2021. "Consumer Attitude towards Sustainability of Fast Fashion Products in the UK," Sustainability, MDPI, vol. 13(4), pages 1-23, February.
    2. Hannah L. Neumann & Luisa M. Martinez & Luis F. Martinez, 2020. "Sustainability efforts in the fast fashion industry: consumer perception, trust and purchase intention," Sustainability Accounting, Management and Policy Journal, Emerald Group Publishing Limited, vol. 12(3), pages 571-590, July.
    3. Shu Wang & Ying-Kai Liao & Wann-Yih Wu & Khanh Bao Ho Le, 2021. "The Role of Corporate Social Responsibility Perceptions in Brand Equity, Brand Credibility, Brand Reputation, and Purchase Intentions," Sustainability, MDPI, vol. 13(21), pages 1-19, October.
    4. Yuan Tian & Chiako Hung & Peter Frumkin, 2020. "An experimental test of the impact of corporate social responsibility on consumers' purchasing behavior: The mediation role of trust," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(6), pages 2972-2982, November.
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