The Research on the Influence of Fast Fashion Brands' Social Responsibility on Consumers' Purchase Intention: Taking H&M as an Example

Abstract

Fast fashion companies are renowned for offering "affordable, fast, and fashionable" clothing, providing more consumers access to affordable fashion. With the advancement of corporate social responsibility globalization, more and more consumers are also concerned about the corporate social responsibility of fast fashion brands. Taking H&M Group's corporate social responsibility as an example, this paper examined the relationship between Chinese consumers' purchase intention and CSR, discussed the critical considerations for consumers to make purchase decisions for fast fashion products, reviewed the pertinent research on fast fashion, CSR, and elaborated on the interplay between the three and how they affect one another, with the hope of advancing the field of corporate social responsibility research in developing countries. The empirical findings of this study can aid decision makers in comprehending the attitudes of Chinese consumers toward corporate social responsibility, encouraging businesses to actively implement social responsibility strategies and assisting businesses in carrying out corporate social responsibility marketing. The 92 valid questionnaires collected in this study's questionnaire survey yielded the following findings: due to individual variances, the CSR of fast fashion brands affects consumers differently in China. Corporate social responsibility is crucial and can in some cases help to control consumers' intentions to make purchases.