Impact of corporate social responsibility on customer satisfaction: a case study of e-commerce fast fashion industry

The purpose of this research is to investigate the factors affecting customer satisfaction in the fast fashion industry when purchasing on an e-commerce platform of Gen Z. The study also aims to enhance the knowledge of expectation disconfirmation theory and to provide guidance for managers in developing effective strategies. This research adopts a quantitative method to examine a cross-study model with hypotheses. The author uses an online questionnaire to collect data from 298 respondents. The questionnaire uses a five-point Likert scale to measure the opinions of each question. This study only analyses the data from people who bought fast fashion items on Shopee by using partial least square structural equation modelling (PLS-SEM) with SmartPLS 4.0 software. The findings show that green consumption values directly influence consumer satisfaction when purchasing online, and that trust mediates this impact. These findings imply that enterprises in the fast fashion industry should produce more green things to please customers. The research provides for fast fashion brands to create more green products and communicate their environmental and social responsibility to their customers. And it also suggests some managerial implications for decision-making individuals.