CSR communication to consumers in clothing markets - Mapping consumer interest, awareness, attitudes and expectations

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dc.contributorAalto Universityen
dc.contributorAalto-yliopistofi
dc.contributor.authorKivekäs, Lotta 
dc.contributor.departmentDepartment of Communicationen
dc.contributor.departmentViestinnän laitosfi
dc.contributor.schoolKauppakorkeakoulufi
dc.contributor.schoolSchool of Businessen
dc.date.accessioned2013-03-20T02:30:18Z
dc.date.available2013-03-20T02:30:18Z
dc.date.dateaccepted2013-01-10 
dc.date.issued2013 
dc.description.abstractCSR communication to consumers in clothing markets - Mapping consumer interest, awareness, attitudes and expectations. Objective of the Study The aim of the study was to investigate consumer perceptions of CSR (corporate social responsibility) and CSR communication in order to improve company ability to effectively communicate on CSR. The study was motivated by research indicating low consumer awareness of and trust in CSR. The study focused on the clothing industry as clothing companies have increased their CSR investments following pressure from stakeholders. Methodology and Theoretical Framework The empirical part of the research consisted of a self-completion questionnaire distributed online and completed by 166 Finnish nationals. Based on the theoretical framework, consumer views were investigated in the survey in three levels: CSR interest, CSR awareness, and attitudes and expectations towards CSR communication. The survey included both closed and open-ended questions. The latter were analyzed using quantitative content analysis. Findings and Conclusions Firstly, the findings indicate a higher consumer interest in corporate responsibility than previous research from the clothing industry. Secondly, consumer awareness of CSR initiatives taken in the industry appears fairly limited. Thirdly, the findings add to knowledge of consumer attitudes and expectations on CSR communication. Concerning message content, consumers wish clothing companies to address environmental issues and to offer information on the impact of their CSR initiatives. Regarding channels, the findings indicate that clothing companies are likely to achieve highest awareness for and trust in their CSR messages by communicating through product labels and company websites. The findings provide guidance for the strategic design of CSR communication.en
dc.ethesisid13124 
dc.format.extent84 
dc.format.mimetypeapplication/pdfen
dc.identifier.urihttps://aaltodoc.aalto.fi/handle/123456789/8932
dc.identifier.urnURN:NBN:fi:aalto-201303221846
dc.language.isoenen
dc.locationP1 I
dc.programme.majorInternational Business Communicationen
dc.programme.majorInternational Business Communicationfi
dc.subject.heleconyritysviestintä 
dc.subject.heleconbusiness communication 
dc.subject.heleconkansainvälinen 
dc.subject.heleconinternational 
dc.subject.heleconyhteiskuntavastuu 
dc.subject.heleconcorporate responsibility 
dc.subject.heleconviestintä 
dc.subject.heleconcommunication 
dc.subject.heleconkuluttajat 
dc.subject.heleconconsumers 
dc.subject.heleconkuluttajakäyttäytyminen 
dc.subject.heleconconsumer behaviour 
dc.subject.heleconpäätöksenteko 
dc.subject.helecondecision making 
dc.subject.heleconvaatetusteollisuus 
dc.subject.heleconclothing and footwear industry 
dc.subject.keywordCSR 
dc.subject.keywordCSR communication 
dc.subject.keywordclothing industry 
dc.subject.keywordconsumer awareness 
dc.subject.keywordconsumer perceptions 
dc.titleCSR communication to consumers in clothing markets - Mapping consumer interest, awareness, attitudes and expectationsen
dc.typeG2 Pro gradu, diplomityöfi
dc.type.dcmitypetexten
dc.type.ontasotMaster's thesisen
dc.type.ontasotPro gradu tutkielmafi
local.aalto.idthes13124
local.aalto.openaccessyes
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