Does the content of CSR information matter? : A qualitative study to explore consumers’ attitudes towards fast-fashion companies

Abstract: Background: Fast-fashion companies are famous for manufacturing the products at cheaper prices and consumers are getting aware of that. Due to the widespread environmental and social problems in the world, Corporate Social Responsibility (CSR) has significantly evolved in fast-fashion industries. A lot of fast-fashion companies are involved in CSR communication in order to convey the information to consumers. It is significant for the companies to adapt effective strategies of communicating their CSR activities to consumers.  Purpose: The purpose of this study is to explore the impact of CSR content communication on consumers’ attitudes toward fast fashion companies.  Method: In this study, the semi-structured interviews as a qualitative method were conducted. The sample size is 12 consisting of 6 men and 6 women. The authors selected individuals who are interested in fashion and preferably have concerns about sustainable fashion brands.  Findings: The findings demonstrated the significance of transparent CSR communication as a consideration for the effect on consumers’ attitudes. Visual content attracts consumers’ attention and gives sympathetic emotions to consumers wherein directly influence positive attitudes towards the companies. However, the participants did not regard written content as important because of the difficulties of availability and readability. Third party confirmation from the new theory plays an important role in contributing to a positive attitude and it also expands WOM and credibility of the companies.  Conclusion: This study contributes to the knowledge of CSR communication strategies in fast-fashion companies because the findings are closely related to how companies can create effective CSR content to positively influence consumers’ attitudes.