Corporate Social Responsibility in the Retail Apparel Context: Exploring Consumers' Personal and Normative Influences on Patronage Intentions

Abstract

The apparel industry supply chain is complex and constantly under scrutiny for its adherence to socially responsible practices. Thus, corporate social responsibility has emerged as an important aspect of business strategy for retail brands. A growing number of consumers expect apparel companies to exercise ethical behavior in their corporate business practices that aligns with consumers' own values and lifestyle choices. The purpose of this study was to develop and empirically test an integrative model based on macrotheories of human behavior. Study findings from a national sample of 407 consumers in the United States revealed that universalistic values, moral norms, expectations of ethical behavior, knowledge of environmental issues in the apparel industry, and attitudes all had significant and positive effects on consumers' patronage intentions toward retail apparel brands engaged in socially responsible supply chain activities.