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Consumers’ Perception of CSR Within the Fashion Industry
2013 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The purpose of this research was to measure and describe consumers’ willingness to purchase clothing from fashion companies who are involved with CSR. Furthermore, it aimed at describing customers’ perceived importance of each layer of CSR: Economic, legal, ethical, and philanthropic. These were then compared in two samples and also to each other. We chose two markets to test our proposed hypotheses on, Sweden and Spain. We did this in the hope of identifying relationships and differences among the two markets. We conducted this research using a quantitative study, where we mainly used a descriptive approach to analyse our collected data. A survey was sent out to university students in both Sweden and Spain. Our means of reaching our sample was done via email, Facebook, and personal interviews. Moreover, our collected data were mostly derived from university students from our home university and students in Universitat de Valencia. Thereafter, the collected data was analysed in order to test the proposed hypotheses using a variety of t-tests.The obtained results show as we hypothesized, Spanish consumers support socially responsible companies to a larger extent than Swedish consumers. The other results which were statistically significant revealed that Swedish consumers place more importance to the economic dimension of CSR than to the philanthropic dimension. Another one of our obtained results showed that Spanish consumers do not allocate more importance to the legal dimension than Swedish consumers. Furthermore, we also found that Swedish consumers place a larger importance to the legal dimension of CSR than to the economic dimension. These findings were then discussed using Hofstede’s cultural framework presented in chapter two. Finally, overall conclusions and implications were done with a presentation of the limitations of this study.

Place, publisher, year, edition, pages
Keyword [en]
Social Behaviour Law
Keyword [sv]
Samhälls-, beteendevetenskap, juridik
URN: urn:nbn:se:ltu:diva-45039Local ID: 2c7078ee-326d-4a9e-8373-71f2e55a2ed3OAI: diva2:1018319
Subject / course
Student thesis, at least 15 credits
Educational program
Business Administration, bachelor's level
Validerat; 20130624 (global_studentproject_submitter)Available from: 2016-10-04 Created: 2016-10-04Bibliographically approved

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Byström, CarinMälstad, Sofie

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