The effects of corporate social responsibility as market signals on consumer purchase intention and advertising skepticism in the fast fashion industry
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School of Business |
Bachelor's thesis
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Date
2020
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Mcode
Degree programme
(Mikkeli) Bachelor’s Program in International Business
Language
en
Pages
44 + 9
Series
Abstract
Objectives Consumers who are becoming increasingly aware of a firm’s general practices tend to buy products that are environmentally friendly. Thus, the main objective of this study was to evaluate the impact of CSR perception on purchase intention and skepticism in relation to the market signals in the fast-fashion industry. In addition, the conceptualization of the signaling theory and belief in a just-world theory was presented through the creation of an advertisement that allowed the respondents to contribute to local producers through a charitable donation. Summary A quantitative survey was conducted where two sets of H&M advertisements were presented to the respondents (N= 233); one pertaining to verbal information related to the product and the other with numerical information either 67% or 70% recycled content and 20% or 50% contribution amount attempting to engage the consumer in the firm’s CSR activities. The participants’ purchase intention and advertising skepticism were measured both after the first and second advertisements. Conclusions Results indicated that CSR perception is a significant predictor of purchase intention and skepticism towards advertising (p<0.05). In addition, while there is a significant impact of numerical market signals on the purchase intention and skepticism of a consumer (p<0.05), the interaction between the recycled content and contribution towards the donation factor is nonsignificant (p>0.05).Description
Thesis advisor
Shukla, PauravKeywords
CSR, fast fashion, market signals, purchase intention, skepticism, signalling theory, belief in a just world theory