DRUŠTVENO ODGOVORNE AKTIVNOSTI I PRIMJENA KONCEPTA ODRŽIVOSTI U MODNOJ INDUSTRIJI
SOCIALLY RESPONSIBLE ACTIVITIES AND APPLICATION OF THE CONCEPT OF SUSTAINABILITY IN THE FASHION INDUSTRY

Summary/Abstract: Corporate social responsibility is a modern business practice applied by a growing number of companies both in the world and in Croatia. Good and ethically acceptable communication with all stakeholders enables the effective implementation of socially responsible activities. This paper analyzes the socially responsible activities of Croatian fashion designers, the principles of socially responsible business and the concept of sustainable fashion. From the analysis of the current situation in the fashion industry and the impact of the clothing industry on the environment, it follows that there is a crisis of resources that requires changes in the way of doing business and in the direction of sustainable fashion. The aim of this paper is to investigate how much socially responsible activities are involved in the business of Croatian fashion designers and how Croatian fashion designers apply the concept of sustainability. By applying qualitative research through interviews, it was realized that Croatian designers attach significant importance to social responsibility in their business with the greatest focus on environmental protection. Although most of the fashion designers surveyed are considered environmentally conscious, they are still not fully informed about all aspects of the negative impact of raw materials and production on the environment. The problems highlighted by Croatian designers relate primarily to the lack of public information about social responsibility and the impact on the environment and society that makes up today's fashion system.

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