Impact of Environment-related CSR Activities on Consumer Perception and Purchasing Behaviour in the Global Fashion Industry: A Case Study of “Traditional” and “Sustainability-Driven” Firms - H&M and Tentree

Abstract: The purpose of this study is to investigate the difference in consumer perception of and purchasing behaviour towards two different categories of companies (“traditional” fast fashion brands and “sustainability-driven” sustainable/slow fashion brands) and their environment-related CSR activities in the global fashion industry. The primary objectives of this paper are to determine if “sustainability-driven” fashion companies are perceived as more genuine and trustworthy with regards to their environment-related CSR activities, and how this impacts consumer purchase behaviour. Primary data for this research were collected through surveys that were distributed online to university students and teachers, professional colleagues, and other acquaintances. The survey was primarily based on a case study about H&M (a “traditional” brand) and Tentree (a “sustainability-driven” firm). The results of this research show that “sustainability-driven” companies are perceived more positively with regards to environmental sustainability and CSR activities. Moreover, it was also observed that consumers are more willing and likely to purchase environmentally sustainable clothing from “sustainability-driven” companies than from “traditional” fast fashion brands. However, the results also suggested that consumers will tend to react more harshly - in terms of their purchasing behaviour - towards “sustainability-driven” companies if they are engaged in greenwashing in contrast to “traditional companies”.