The effects of corporate social responsibility as market signals on consumer purchase intention and advertising skepticism in the fast fashion industry

dc.contributorAalto Universityen
dc.contributorAalto-yliopistofi
dc.contributor.advisorShukla, Paurav
dc.contributor.authorQuadir, Areeb
dc.contributor.departmentMikkelin kampusfi
dc.contributor.schoolKauppakorkeakoulufi
dc.contributor.schoolSchool of Businessen
dc.date.accessioned2020-05-10T16:05:36Z
dc.date.available2020-05-10T16:05:36Z
dc.date.issued2020
dc.description.abstractObjectives 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).en
dc.format.extent44 + 9
dc.format.mimetypeapplication/pdfen
dc.identifier.urihttps://aaltodoc.aalto.fi/handle/123456789/44123
dc.identifier.urnURN:NBN:fi:aalto-202005103104
dc.language.isoenen
dc.programme(Mikkeli) Bachelor’s Program in International Businessen
dc.subject.keywordCSRen
dc.subject.keywordfast fashionen
dc.subject.keywordmarket signalsen
dc.subject.keywordpurchase intentionen
dc.subject.keywordskepticismen
dc.subject.keywordsignalling theoryen
dc.subject.keywordbelief in a just world theoryen
dc.titleThe effects of corporate social responsibility as market signals on consumer purchase intention and advertising skepticism in the fast fashion industryen
dc.typeG1 Kandidaatintyöfi
dc.type.ontasotBachelor's thesisen
dc.type.ontasotKandidaatintyöfi

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