Administrative Sciences, Journal Year: 2024, Volume and Issue: 14(11), P. 283 - 283
Published: Nov. 4, 2024
This study investigates the interplay between Corporate Social Responsibility (CSR) engagement and pricing strategies in shaping consumer purchase intentions fast fashion industry. Using a scenario-based experimental design with 267 participants, this research explores how different levels of CSR two distinct price points influence purchasing behavior. Additionally, moderating effects individual differences, such as wealth, motivations for sustainable behavior, income, are examined. The findings indicate that higher significantly enhance intentions, particularly when combined points, perhaps due to perceptions programs associated more expensive brands authentic. However, remains critical factor lower-income consumers, revealing an “ethical consumption gap” where affordability outweighs ethical concerns. Extrinsic motivations, social pressure, strongly wealthier consumers’ decisions, while intrinsic show complex relationship provide practical insights brands, suggesting aligning competitive authentic messaging is crucial appealing both price-sensitive ethically conscious consumers.
Language: Английский