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The good and bad students of fast fashion: an analysis of strategic divergences from the perspective of decoupling

Author

Listed:
  • Elisa Prin

    (CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon, AMU IAE - Institut d'Administration des Entreprises (IAE) - Aix-en-Provence - AMU - Aix Marseille Université)

  • Emmanuelle Reynaud

    (CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon)

Abstract

With the rise of ethical concerns, the pressure on fast-fashion companies to adopt a corporate social responsibility (CSR) strategy has never been higher. In this study, we examine how companies in the industry utilize decoupling theory to disconnect their rhetoric from their actions and explore the potential relationship between decoupling and the development of a CSR strategy. Our research findings reveal that companies practicing decoupling tend to shape their CSR strategy in response to past scandals, while overlooking the social aspect of CSR, and when companies don't practice decoupling approach, the various aspects of CSR are considered in a more comprehensive manner.

Suggested Citation

  • Elisa Prin & Emmanuelle Reynaud, 2024. "The good and bad students of fast fashion: an analysis of strategic divergences from the perspective of decoupling," Post-Print hal-04900816, HAL.
    • Handle: RePEc:hal:journl:hal-04900816
    Note: View the original document on HAL open archive server: https://hal.science/hal-04900816v1
    as

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