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How Consumers’ Consciousness Moderates the Corporate Social Responsibility Effect on Apparel Industry Brand Image

Author

Listed:
  • Abdel-Aziz Ahmad Sharabati

    (Business Faculty, Middle East University, Amman 11931, Jordan)

  • Shafig Al-Haddad

    (King Talal School of Business Technology, Princess Sumaya University for Technology, Amman 11931, Jordan)

  • Razan Abu Naba

    (King Talal School of Business Technology, Princess Sumaya University for Technology, Amman 11931, Jordan)

  • Diana Hijazat

    (King Talal School of Business Technology, Princess Sumaya University for Technology, Amman 11931, Jordan)

  • Ali Abdallah Alalwan

    (College of Business and Economics, Qatar University, Doha 122014, Qatar)

  • Ra’ed Masa’deh

    (Department of Management Information Systems, School of Business, The University of Jordan, Amman 11931, Jordan)

Abstract

This research aims to investigate the moderating role of customer consciousness in the correlation between CSR and the brand image of the Jordanian apparel industry. The study employs a cross-sectional quantitative method. To actualize this study, data was gathered from 440 participants. The collected data was coded against SPSS 25, then normality, validity, and reliability were tested, and multiple regressions were used to test hypotheses. Findings show that the Jordanian Apparel industry highly applies CSR, brand image, as well as, consciousness. Furthermore, results show that CSR, brand image, and consciousness are strongly related to each other. Results also indicate that CSR influences the brand image. Social responsibility is having the highest effect on brand image, followed by ethical and economic responsibility, respectively. Environmental responsibility was having a negative influence on brand image. When adding consciousness as a moderate, it moderates the influence of CSR on the brand image. The study recommends conducting qualitative research to understand why Jordanian customers rated environmental responsibility as having a negative effect on brand image. In addition, it recommends that the apparel industry use awareness campaigns to enhance customers’ consciousness because it moderates the relationship between CSR and brand image.

Suggested Citation

  • Abdel-Aziz Ahmad Sharabati & Shafig Al-Haddad & Razan Abu Naba & Diana Hijazat & Ali Abdallah Alalwan & Ra’ed Masa’deh, 2023. "How Consumers’ Consciousness Moderates the Corporate Social Responsibility Effect on Apparel Industry Brand Image," Sustainability, MDPI, vol. 15(14), pages 1-21, July.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:14:p:10955-:d:1192713
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    References listed on IDEAS

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