Social Activity of the Company as Determinant of Brand Choice on the Apparel Market

This study examines the relationship between the use of CSR principles and changes in attitudes, the level of loyalty of representatives and the consumer choice of the brands on the apparel market. Fashion & Clothing industry is one of the biggest polluter of the environment in the whole world. A lot of fashion brands use unethical production methods: child labor, harm to the environment, unfair relationship between company and employees, etc. However, with the development of such a phenomenon as ethical consumption, companies began to think about their reputation among ethical consumers and CSR became one of the main business strategies. In this study, we try to understand the influence of different factors on the consumer choice of the brand with CSR: sex, age, income, information (channels, trust, sufficiency, importance), participation in charity, fashion following, importance, concerns about different problems, etc. To do this, we will conduct an online survey on social networks among people living in Russia.