The importance of corporate image and social responsibility for consumer engagement in sustainable consumption

Abstract

Rampant consumption and society’s growing demands are leading to ever-deteriorating quality of environment and life. Changing consumption patterns is essential to reduce the effects of climate change and create a more sustainable environment for generations to come. The rise of fast fashion is leading to overconsumption of clothing and textiles, which leads to high levels of pollution. In order to promote public awareness and the implementation of sustainability in all areas of life, companies need to contribute to the promotion of sustainable consumption. The way in which fashion sector creates its image and sees social responsibility has an impact on consumers’ decisions to use sustainable products. The aim of the research is to identify the impact of corporate image on consumer engagement in sustainable consumption and to investigate the impact of social responsibility in creating corporate image. A questionnaire-based survey was conducted. 406 respondents from Lithuania were interviewed. The results were analysed using descriptive statistical methods. The study shows that a positive corporate image and engagement in social responsibility are important factors in consumers’ engagement in sustainable consumption. Weak but statistically significant relationships were found between these variables. Social responsibility has been found to have a positive impact on corporate image, with corporate environmental responsibility being the most important. Also, it was found that more than 90% of respondents have a positive view of the company’s corporate social responsibility and that the implementation of corporate social responsibility initiatives changes their perception of the company itself.