Factors Shaping Attitudes towards Fashion-Brands: the CSR Aspects

The textile industry is one of the major global sources of social and environmental problems. This fact provides numerous opportunities for fashion brands to implement corporate social responsibility (CSR) in order to reduce business and reputational risks. The purpose of this paper is to determine consumer attitudes toward fashion brands implementing CSR and the socio-demographic parameters related to their evaluation. Using snowball sampling as a recruitment tool, an online survey was conducted. The data obtained were analyzed by the correlation method (Pearson and Spearman) and t-tests (for independent and paired samples). As a result of the analysis, the following was determined: the significance of CSR for Russian consumers as a factor influencing the attitude to a fashion brand; differences in the assessment of attitude to a fashion brand depending on the direction of its CSR strategy; social and demographic parameters related to the consumer's attitude to a fashion brand implementing CSR. The results of this study can help fashion brands to build the right development strategy and strengthen their competitive position in Russia.