CSR is more than PR - Consumer perception of digital sustainability communication from fast fashion brands

Abstract: This article focuses on consumer perception of digital sustainability communication and how the perception affects brand credibility. Sustainability has become an important matter and consumers today are aware of the consequences the fast fashion industry has on the environment. A way for companies to act on this is by including external stakeholders in their CSR efforts. However, CSR is a delicate matter to handle since consumers are expecting companies to communicate about their CSR efforts whilst at the same time some consumers are reluctant. This research draws from a qualitative approach where phenomenological interviews was used to explore the first-hand experiences and emotions evoked by consumers when being exposed to the communication. The study shows that consumers tend to perceive the digital sustainability communication differently depending on previous knowledge of sustainability matters as well as personal preferences, where the ones who have a high level of knowledge are generally negative about the communication, whereas the less knowledgeable are mainly positive. The study also shows that these different perceptions in turn has an effect on how credible the consumers experience the fast fashion brands.