| Summary: | 碩士 === 國立高雄科技大學 === 行銷與流通管理系 === 107 === The emergence of fast fashion industry has generated the phenomenon of “fast fashion,” which means the phenomenon encourages consumers to continuously purchase cheap clothes, satisfy their desire of consumption, and speed up the cycle of clothing elimination. It causes serious problems to the environment. With the development and progress of society, people pay attention to corporate social responsibility (CSR) to see whether enterprises do any contribution to society. Therefore, fast fashion brands have invested in CSR, striving to improve clothes recycling rate, and reducing clothing waste and environmental pollution. They hope with conducting CSR can highlight their sense of environmental awareness, social conscience and economic responsibility.
This research used experimental design to see whether consumers can perceive
different types of CSR activities, and explored the impact of fast fashion brands implementing CSR on customer satisfaction, customer company identification, and customer loyalty. Using web-based survey questionnaires, we collect 433 valid samples. The findings of this research show that: (1) customers will have higher level of customer satisfaction, customer company identification, and customer loyalty towards fast fashion brands with the implementation of CSR approaches; (2) customers prefer the approach of environmental CSR compared to philanthropic CSR; (3) CSR indirectly affects customer loyalty through customer satisfaction and customer company identification. Finally, the study proposes implication, suggestions, future research recommendations based on the results of the study.
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