Exploring the role of values and norms towards consumers’ intentions to patronize retail apparel brands engaged in corporate social responsibility (CSR)
Year: 2017
Type: article
Study design: Observational Study
Abstract: This study provides understanding of factors that affect US consumers’ intentions to patronize retail apparel brands engaged in corporate social responsibility (CSR). The study utilizes a dual theoretical framework comprised of the theory of reasoned action (TRA) and Schwartz’s value theory. Data were collected via a web-based survey from a national sample of 407 US consumers. Findings revealed that moral norms, subjective norms, and attitudes were all important predictors of US consumers’ intentions to patronize retail apparel brands engaged in CSR. Overall, the results of this study provide important theoretical implications for extending the TRA to include measures of self-transcendent values (universalism and benevolence) and moral norms in the context of consumers’ ethical decision making. The findings also provide important practical implications for retail apparel brands planning to incorporate CSR policies in their corporate agenda. It is proposed that retail apparel brands should integrate CSR related information in their strategic marketing activities to increase consumer awareness of its socially responsible business practices, which in turn may enhance brand image.
Source: Fashion and Textiles
Authors: Sonali Diddi, Linda S. Niehm
Institutions: Colorado State University, Iowa State University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: gold
Estimated APC paid: $1,880
OpenAlex ID: W2581180948