Influence of CSR Activities in Fashion Industry on Generation Z Customers’ Willingness to Accept a Higher Price Cover Image

Wpływ działań CSR w przemyśle odzieżowym na akceptację wyższej ceny przez konsumentów pokolenia Z
Influence of CSR Activities in Fashion Industry on Generation Z Customers’ Willingness to Accept a Higher Price

Author(s): Katarzyna Pawlak, Anna Dziadkiewicz
Subject(s): Business Ethics, Socio-Economic Research
Published by: Wydawnictwo Naukowe Uniwersytetu Pedagogicznego w Krakowie
Keywords: consumer behaviour; corporate social responsibility; fashion industry; generation Z; sustainable consumption

Summary/Abstract: The purpose of this paper is to examine whether the attitude of customers representing generation Z towards the purchase of clothing manufactured by enterprises acting according to CSR concept can have an influence on them accepting a higher price of the goods. In total, 150 respondents participated in the survey. A confirmatory factor analysis was conducted to check the validity and reliability of the data obtained. Hypotheses were tested using the one-way analysis of variance. The findings showed a relationship between a positive attitude of the generation Z towards purchasing clothing manufactured by the enterprises acting according to the CSR concept and them accepting a higher price. The Z customers with positive attitude accept a higher price of clothing produced according to CSR principles. The research results are important to Polish economy and can encourage many enterprises to implement CSR. It is essential nowadays as only large enterprises try to implement CSR activities. The paper contributes to research by advancing the understanding on how consumers make CSR decisions when purchasing clothing and spreads knowledge about CSR activities both to customers and enterprises. Limitations and directions for future research are presented in the article.

  • Issue Year: 15/2019
  • Issue No: 2
  • Page Range: 139-152
  • Page Count: 14
  • Language: Polish