패션기업의 사회적 책임이 소비자의 태도와 지속가능한 의류 구매의도에 미치는 영향

The Impact of Fashion Corporate Social Responsibility on Consumer Attitudes and Intentions to Purchase Sustainable Apparel

Purpose: The purpose of this paper is to analyze the impact of fashion CSR on consumer attitudes and willingness to purchase sustainable clothing. Based on the literature review, we formulate three hypotheses: First, fashion corporate social responsibility will have a positive impact on consumer attitudes. Second, fashion CSR will have a positive impact on sustainable clothing purchase intention. Third, consumer attitudes will have a positive effect on willingness to purchase sustainable clothing. Research design, data, and methodology: A questionnaire survey was conducted online with consumers residing in Henan Province, China, who had experience in purchasing sustainable clothing. The collected data were statistically processed, and frequency analysis, exploratory factor analysis, confidence analysis, correlation analysis and regression analysis were conducted using SPSS 26.0. Results: The results of the study are as follows. First, it was confirmed that fashion CSR has a positive and positive impact on consumer attitudes. Second, it was confirmed that fashion corporate social responsibility has a positive positive effect on sustainable clothing purchase intention. Third, consumer attitudes were found to have a positive influence on sustainable clothing purchase intentions. Implications: This study investigated fashion CSR factors that influence consumer attitudes and willingness to purchase sustainable apparel. The findings suggest that Chinese fashion companies need to establish an excellent corporate image, develop good consumer attitudes, and ultimately promote willingness to buy to realize economic and social benefits by improving their charitable, ethical, legal, and economic responsibilities.