The Influence of Corporate Social Responsibility on Consumer Behaviour in UK Clothing Retailing

This research proposal analyses the impacts and influence of corporate social responsibility over the consumer behaviour in the United Kingdom clothing retailing. The study aims to understand the concept of CSR, its importance for consumers and organizations, impacts on fashion retail organizations, and effective strategies for enhancing CSR practices for consumer behaviour.

BM634 DISSERTATION
The influence of corporate social
responsibility on consumer behaviour in
the UK clothing retailing
Tutor name: Dr Palto Datta
TABLE OF CONTENTS
ABSTRACT.....................................................................................................................................4
CHAPTER 1: INTRODUCTION....................................................................................................5
Background of topic:....................................................................................................................5
Background of the organization:..................................................................................................6
......................................................................................................................................................7

Aim:.............................................................................................................................................7
Objectives:...................................................................................................................................7
Research Questions:.....................................................................................................................7
Rationale of the study:.................................................................................................................7
CHAPTER 2- LITERATURE REVIEW.........................................................................................8
Theme 1: To understand the concept of corporate social responsibility.....................................9
Theme 2: To identify the significance of CSR practices for customers as well as organizations.
....................................................................................................................................................11
Theme 3: To identify impacts of corporate social responsibility over the fashion retail
organizations..............................................................................................................................13
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................16
Research type.............................................................................................................................16
Research approach.....................................................................................................................17
Research philosophy..................................................................................................................18
Data collection...........................................................................................................................19
Sampling....................................................................................................................................20
Data analysis..............................................................................................................................20
Reliability and validity...............................................................................................................21
Research limitations...................................................................................................................22
Ethical consideration..................................................................................................................22
Research design.........................................................................................................................23
CHAPTER 4- DATA ANALYSIS................................................................................................24
CHAPTER 5 – CONCLUSION AND LIMITATIONS................................................................35
5.1 CONCLUSION....................................................................................................................35
5.2 LIMITATIONS....................................................................................................................37
REFERENCES..............................................................................................................................38
APPENDICES...............................................................................................................................42

ABSTRACT
The completed dissertation analysed the topic i.e. the impacts and influence of corporate social
responsibility over the consumer behaviour in the United Kingdom clothing retailing that has
been evaluated somehow on the basis of taking H&M and GAP Inc. into consideration in certain

areas of the research. Within this dissertation, it has been analysed that the CSR practices
somehow affects the consumers buying behaviour and acted as an important aspect among the
purchasing decisions of the customers. In order to collect appropriate data with the help of
detailed study about the set topic, qualitative analysis has been taken into consideration. The data
has been gathered through the help of primary as well as secondary both methods.
Primary data sampling method involves the data that has been collected by taking sample
size of 30randomly selected customers which represent the total concept, CSR practices
influences, impacts, significance, etc. along with the detailed analysis that has been done in
highly unbiased manner with the help of data collection method. Moreover, the data has also
been gathered through secondary research as well which involves the data collection with the
help of books, articles and journals. At the end of this research, the conclusion and final
limitations of the study that has been faced by the researcher has been shared along with the
future things that needs to be considered while doing further studies by the scholar.
CHAPTER 1: INTRODUCTION
Background of topic:
Corporate-social-responsibility is the practices and the policies which are undertaken by
the companies to have the leading position in the marketplace. This is the responsibility of the
company of performing the actions which are socially good as the company is accountable to its
stakeholders. Basically, the company operating in the ways which helps in encouraging the

society as well as the environment positively. The company adopting the CSR activities helps in
boosting the morale at the workplace as well as enhances the brand image of the company and
society. The CSR is the broad concept which can take many forms by depending on the type of
the organization and the industry (Castro-Ceacero and Ion, 2019). Corporate-social-
responsibility is much important for the community as well as for the company as it helps in
increasing the value. The CSR helps in increasing the sales of the company and this is seen as the
positive effect on the organization as this involves promotions, advertising as well as the social
responsibility.
The company which adopts the CSR has many chances of growing the business because
due to this program they have the opportunity of giving back to the society. It helps the
corporations to enhance the public trust and it makes the company more attractive or unique. The
CSR is much important for the employees as well because this program helps in promoting the
effective and the closer relations among the employees. This program generates the competitive
advantage for the company through creation of the value of consumers. The CSR helps in
improving the perceptions of the consumers for the brand. The CSR influences the consumers
because this has the responsibility for providing the good quality of products to the consumers.
The organization using this program influences the consumers because this will change the
perception of the brand as they will think that the company will provide them the good of the
standard quality (Sileyew, 2019). The consumer behaviour is influenced by the set of the
variables which are the perceived value, trust and the commitment, as this results in increasing
the loyalty as well as the satisfaction among the consumers.
The main aim of Corporate-social-responsibility is to give back the society as well as take part in
the causes of philanthropic and providing the positive social value. The large corporations are
shifting towards adopting the Corporate-social-responsibility for making the difference as well as
building the positive brand for the company. The five main areas of the corporate-social-
responsibility which promotes the sustainability are such as building the reputation, consumer
appeal, helps in attracting the talent and the retention of the employees as well as helps in
building the strong relationship between the client and the community (Zaman and Nadeem,
2019).

Background of the organization:
The two companies which has been used in this research study is the H&M and the Gap
Inc. clothing brands. H&M or Hennes & Mauritz is the Swedish multinational clothing brand
company which is headquartered in the Stockholm. This company has the focus on the fast
fashion clothing for the men, teenagers, women as well as the children's. The H&M company is
operating in 74 countries with having around 5000 stores under wide range of the company
brands. This company is considered as the second largest global retail clothing company as it is
behind the Spain based Inditex (Ndlovu-Gatsheni, 2019). This organization was founded by the
Erling Persson and it is operated by his son Stefan Persson and the Helena Helmersson. The first
store of this company was opened in the Norway in the year 1964 and the company was listed on
the Stockholm Stock Exchange in the year 1974. The first store of this company which was
opened in another region was in London in the year 1976. This company has continued the
expansion in Europe and started the online retailing in the year 1998 (Tayebi Abolhasani, 2019).
The GAP Inc. is commonly known as the GAP. It is an American worldwide clothing as
well as the retailer of the accessories. This company was founded by the Donald Fisher and
Doris F. Fisher in the year 1969. Gap Inc. is headquartered in the San Francisco, California. This
company has six divisions such as the Banana Republic, Old Navy, Intermix, Hillcity as well as
the Athleta. This company is considered as the largest retailer in the United States and the third
position in the total international locations as it is behind the Inditex and the H&M brand. The
company has its own trademark of its name Gap. Banana Republic brand is the small safari
themed clothing retailer and it was purchased by the Gap in the year 1983, Old Navy brand was
launched in the year 1984 as the value chain (Djogo and Morrison, 2020). GAP company is
operating on the global level as the apparel retail company which is offering the products such as
the clothing, apparels, accessories as well as the personal care products for the women, men as
well as the children.
This company was founded by the simple idea of making the eay for the consumers to find the
pair of the jeans which fits them.
Aim:
To ascertain the influence of the corporate-social-responsibility on the consumer behaviour.

Objectives:
 To understand the concept of Corporate-social-responsibility.
 To determine the importance of Corporate-social-responsibility for the consumers and
organization
 To analyse the impacts of Corporate-social-responsibility on the fashion retail
organizations
 To recommend the effective strategies for enhancing the Corporate-social-responsibility
practices for the consumer behaviour.
Research Questions:
 What is the concept of Corporate-social-responsibility?
 How is Corporate-social-responsibility is important for consumers as well as for
organization?
 What are the impacts of the Corporate-social-responsibility on the organization?
 What are the effective strategies which will enhance the Corporate-social-responsibility
practices for the consumer behaviour?
Rationale of the study:
The topic i.e. the influence of corporate social responsibility over consumer behaviour in
the United Kingdom clothing retailing is important to study as it will help interested personnels
such as management, entrepreneurs and other people in order to understand the path through
which they can create and built a strong brand value among the society. Companies as well as
management workforce are putting great efforts, resources, time and capital in order to make the
best utilization of the CSR practices while applying into practical terms (López-Fernández,
2020). This automatically help the firms to attract more and more potential customers towards
the business activities and share their responsible behaviour among the society in which various
competitors are available. Furthermore, this particular issue is essential to study as such type of
practices assist the firm in order to retain and attract more of the talented candidates who support
the social responsibilities among the society. It also enables the companies to foster more

productive and positive work environment for employees along with enhancing the satisfaction
level and loyalty of customers because they find committed service providers for themselves.
The study that is being conducted over the influence of CSR practices over consumer
behaviour in UK clothing and retail sector is significant for the firms that are operating into
similar industry of United Kingdom (Castro-González and et.al., 2019). Moreover, the
management, directors and competitors also use the information gathered from research in order
to make appropriate decisions which is highly beneficial for expansion and growth of the
companies in fashion retail industry.
CHAPTER 2- LITERATURE REVIEW
This section illustrates the literature review under which available literature have been
identified that are related to the specific chosen topic as well as the subject area that is related to
the fashion retail industry. In other words, it has been evaluated that it is basically the outcome of
the data that are being gathered from scholarly sources which are related to the topic that is being
chosen for completion of the dissertation. It is basically the complete overview which represents
the results with the help of current information, identification of relevant theories, methods as

well as gaps that are being exists within the examination (Sagapova, Buchtele and Dušek, 2022).
Furthermore, it includes the findings of relevant publications related to recent years in the form
of journals, books and articles. With the help of all such documents, the research is able to
critically evaluating or investigating about the topic in most successful manner. Therefore, this
specific chapter involves the literature review that has properly analysing the necessary
information related to the influence of corporate social responsibilities over the consumer
behaviour in UK clothing retail sector.
Theme 1: To understand the concept of corporate social responsibility
Dal Mas, and et.al., 2022 has stated that Corporate-social-responsibility is the policies or
the practice which are followed by the companies to increase the brand image. The main purpose
of the Corporate-social-responsibility is to give back the society. This author has explained the
corporate-social-responsibility as the activity which the company performs for the positive
impact on the world. This provides many benefits to the company as this will help them in
increasing the sales of the company and helps in creating the customer loyalty. The company
using this programs improves the perceptions of the customers as the consumers think that they
are giving their best for the society. The corporate-social-responsibility is basically the idea that
the company must ensure to consider the social as well as the environmental impacts of the
business decisions.
According to Nyame-Asiamah and Ghulam, (2019), explained that the Corporate-social-
responsibility is much interlinked or has very large impacts on the sales growth of the company.
The organizations using the Corporate-social-responsibility has very high reputation in the
marketplace as by this they attract the large number of the consumers. The Corporate-social-
responsibility when adopted by the companies as due to this, the consumers feels that the
organization are doing right thing and will provide the good quality of products to the consumer
so by this the sales is increased of the organization. The efforts of the CSR efforts helps in
building the good reputation of the company and this will help them to increase the profits.
Zeimers and et.al., (2020) has explained the Corporate-social-responsibility as very broad
term and described the CSR as the practices as well as the policies which are undertaken by the
large companies to have the positive impacts on the society and the overall environment. It is
basically the simple concept of the management in which the companies integrate the social as
well as the environmental issues in the operations of the business. There are many types of the

Corporate-social-responsibility which the business can take into the actions such as the
Environmental Responsibility, Ethical Responsibility, Philanthropic Responsibility as well as
Economic Responsibility. This is the part where the businesses look for the ways and the
strategies for serving better to the society as the whole and by this, the company has the benefit
of increasing the image and the relations with the client and the consumers.
Mostafa, A.M.S. and Shen, J., (2019), has observed that the Corporate-social-
responsibility provides many benefits to the organizations who are following this program. The
Corporate-social-responsibility is the program which is usually adopted by the large corporations
to increase the market share of the company as following the Corporate-social-responsibility
helps the company to increase the sales of the products and the services. The benefits which has
been explained by the author are it helps in the brand recognition, boosts the business reputation
in the positive way. The company when adopting the CSR is able to increase the sales and gains
the customer loyalty among them and this leads to improve the financial performance of the
company. The another important benefit is the company can attract the large pool of the talented
candidates as well as helps in retaining the staff of the organization.
Garcia‐Torea, Fernandez‐Feijoo and De La Cuesta, 2020 has argued that the CSR has one
negative impacts that it costs much high investment while adopting the CSR practices in the
organization. This stops the small scale companies to adopt this because adopting this programs
costs much for them and it is very difficult for the small scale companies to adopt them. Due to
this reason, the large companies who have much revenue and growth will be easily to increase
the reputation of the company. The large companies also faces problems while adopting this as
they have to reorganize the finances for accommodating the changes in the budget. The
companies have to do high investment in this because they have to train the employees for this,
launching of the campaigns as well as collaboration with the external agencies for smooth
working of the programs. The CSR can be defined as the management concept in which the large
corporations or the organization integrate the environmental as well as the social issues and the
problems in the business operations. The key issues of CSR are such as the environmental
management, eco-efficiency, responsible sourcing, employee as well as the community relations,
anti-corruption measures and many more.
Ramesh and et.al., 2019, has stated that there the positive responses of the consumer on
the activities of the CSR which are performed by the companies. It is found that the there is very

huge level of awareness of the corporate-social-responsibility among the consumers for the
social as well as the local community contribution. These activities of the CSR has the very large
positive impacts on the purchasing behaviour of the consumers. The CSR has the ability of
influencing the consumers through the set of the variables like perceived value, trust and the
commitment as this leads to the increase in the satisfaction as well as the loyalty among the
consumers. The consumers want that the company must give back to the society to what they are
taking from them. So, the CSR activities are the integral part for increasing the customers
satisfaction and brand loyalty. As per the views of this, there are different aspects of the CSR
concepts. These are such as the Economic that is the CSR helps in gaining the profits but with
considering the social as well as the environmental responsibilities. Social and environmental
that is the CSR limits the negative as well as the positive impacts on the society as well as the
organizations. Ethical involves that the CSR checks that the company is having the social
obligations for the society, and they have to comply with the ethical standards and the values.
Voluntariness is that the CSR counts the voluntary actions of the company. Stakeholders that is
the CSR considers the interests of the stakeholders goals as well as the Strategy that is CSR is
considered as the part of the management as well as the strategic concept for the organizations.
Theme 2: To identify the significance of CSR practices for customers as well as organizations.
Castro-González and et.al., (2019), has stated that the CSR has different definition for the
consumers as this is the strategy of selling company for attracting the large number of the
customers. The CSR practices are much important for the consumers as this helps them to get
better products which meets their expectations and needs. The main aim of consumers to adopt
the CSR by the business to make them feel that they should also think of the society and not just
of earning the profits. The CSR helps in creating the customer value as there are three forms of
the value to consumers such as the emotional, social as well as the functional. Each of these
forms of the value helps in enhancing and encouraging the overall proposition for the customers.
The consumers feel much importance of CSR for them as this helps them in getting the good
quality and standard products and services by the companies.
Golob, U., and et.al., (2019), has explained that the consumers gets motivated for
purchasing the products from the companies who have adopted the CSR and committed to save
the planet as well as to take care of the society as well. In present era, the consumers have much

importance of CSR and this provides them many benefits for the products and the service they
will be purchasing from the companies. The consumers spend more on the products and services
of the company who is using the CSR programs as they think that the company is socially
responsible and taking care of the society and the community as well. The corporate-social-
responsibility plays the vital role in playing the strategic role for helping the businesses as
making them aware that it is very important for them to adopt this program and ultimately
involving the social responsibilities the company will be able to grow there business as well as
increasing the reputation of the company.
According to Servera-Francés and Piqueras-Tomás, (2019), the Corporate-social-
responsibility has the ability of influencing the consumers as this helps them to increase the
satisfaction as well as the loyalty for the company. The consumers think that it is very important
for the organizations as well because they are taking all the things for running there business
from the society, so they must provide the good quality products to the consumers. CSR helps
the organization to improve the perceptions of their brand in mind of the consumers. It is
considered that the social responsibility and the ethical practices are the main elements for the
success of the company. This provides many benefits to the consumers as well, leads to increase
in brand awareness and recognition and also helps in saving the costs of the company.
According to Anastasiadou, Lindh and Vasse, (2019) organisational performance and
customer experience can be improved by emphasising on CSR initiatives of firm. For sustainable
performance outcomes and competitive advantage CSR can act as differentiating element for the
organisations. The organisations which are very concerned about their carbon footprint as well as
CSR goals used to have positive influence on the customers. In the same context Munro, Arli and
Rundle-Thiele, (2018) stated that if sustainability efforts of organisation are clearly informed to
customers then it used to develop positive perception among them. In response to increasing
competition and price rivalry in clothing retail industry maintaining strong brand perception and
customers is challenging as well as essential aspect. However, when organisations consider
social responsibility as differentiator to their services then it creates a significant impact.
The CSR initiatives of the organisation makes customer believe that organisation is highly
responsible and careful towards society, customer welfare and ethics. Thus a strong positive
perception and trust is built among targeted customers. Contrary to this Ben Youssef and et.al.,
(2018) elucidated that more than customer perception sustainability responsibility is focused

upon improving the productivity and outcomes. The increased efficiency is reflected in terms of
better resource utilisation and improved customer experience. In order to meet the sustainability
goals retail organisations used to adopt creative and advanced technology and resources in
business process. Thus wastage is minimised and operational goals are achieved with more
creativity and efficiency. This in turn enhances the customer experience at various touchpoints of
customer journey map. As per view of Cyfert, Glabiszewski and Zastempowski, (2021) when
resources are optimised and more environment friendly choices are implemented in business
process then overall efficiency is increased and profit margins of organisations are also
increased. The organisations which does not put much efforts in building the perception of
responsible organisations, comparatively have poor retention rates. Majority of customers prefers
to associate with the brands which are cruelty free, which does not cause any harm to
environment or living beings.
According to Zaman and Nadeem, (2019), organisations which do not have trust or
responsible brand perception fails to attract or retain the customers. For such types of brands
customers used to have negative perception that their product or services may not be helpful or
ethical to them. Thus their competitive ability is affected to great extent. The responsible attitude
towards business process, society as well as environment used to make work more transparent
and organised. It improves the quality of services and product. Baena, (2018) stated that CSR
itself act as effective way to promote the brand for achieving marketing objectives. The
initiatives done by organisation for the welfare of community and society enhances the brand
value to an extent such that it becomes very convenient to accomplish their marketing objectives.
Hence for impactful and influential marketing CSR holds great importance for the organisations.
This has made CSR an important element of organisational strategies and policy consideration
because there are several legislations as well which encourage organisation to make its practices
environmental friendly.
Theme 3: To identify impacts of corporate social responsibility over the fashion retail
organizations.
Pedersen, Gwozdz and Hvass, (2018), has stated that fashion brands are continuously
promoting the corporate-social-responsibility campaigns through the variety of the media
platforms. The consumers are much attracted by the companies who are following the corporate-

social-responsibility effectively. The majority of the fashion brands has taken over the in
operating the by addressing the issues and the problems of the social and related to the
environment. The CSR is very important in the fashion industry because implementing the CSR
policy has the positive impacts on the environmental issues. The fashion retail organizations
using or adopting this programs helps them in generating the major positive impacts on the brand
such as the increasing the brand recognition, high level of reputation of the business on the
global scale as well as greater opportunities for attracting the more talented and skilled
employees in the organization. The fashion retail businesses adopting this strategy will help them
in enhancing and promoting the society as well as the environment.
Luque and Herrero‐García, (2019) has stated that the within the global apparel as well as
the overall fashion industry, CSR includes the considerations of how to design, development,
production, distribution, marketing and the consumption of the products and the service's as this
has the impacts on the multiple stakeholders of the organization. This helps the company to
generate more revenue and profits. It is becoming very important for fashion industry to be
accountable for the social as well as the environmental issues. The fashion industry is causing
much harm to the society so it is very necessary for them to be responsible for taking the care of
the society as well instead of generating the higher revenues. It is helping the importing countries
also to take the utmost care of the society and the environment. The CSR activities has the ability
of producing the positive outcome for the organization when adopted by them. The fashion retail
have to promote the brands for obtaining the unique as well as the positive responses when
compared to the competitors in the marketplace.
Sodhi and Tang, (2018), has explained that the Corporate-social-responsibility has the
impacts on the supply chain of the fashion retail industry. The CSR activities when adopted by
the companies helps them in expanding the company but with this, it also helps them in the
overall supply chain. The increases the competitiveness as well as the strengthens chain as this
promotes the supply chain. With this, it increases the social and the environmental impacts
positively. The CSR is very important for the retail fashion organizations because this helps the
brand to communicate and shows hew the products are ethical as well as socially responsible. It
promotes the positive brand image as well as builds the strong relationship with the consumers
and all the stakeholders. The three main concepts involves in the CSR are the economic, social as

well as the environmental as this guides the businesses towards performing the actions which are
beneficial for these concepts.
Rivera, Bigne and Curras-Perez, (2019), has stated that fashion retail organization using
the CSR has the significant impacts on the brand loyalty of the organization. The CSR has the
direct positive influence on the loyalty among the consumers as this will increase the sales of the
products and the services of the fashion retail organization. The indirect positive influence which
the company is having is the consumer satisfaction as well as the brand awareness. Consumer
helps in building the brand equity of company as this enhanced and promotes the future growth
by increasing the profits and goodwill of the fashion retail organizations. It is very important to
adopt the Corporate-social-responsibility by the fashion retail organization as this will provide
the positive customer experience which involves the employees as well as the products. This will
add the value to the company as the CSR activities helps in increasing the market share.
These CSR activities has the ability of boosting the morale of the employees at the
workplace and this results in the increasing the productivity. The fashion retail organization
implementing the social responsibility initiatives will help in increasing the customer retention as
well as the loyalty. The overall performance of the organization will also be impacted as the CSR
activities will help to increase the financial performance of the overall organization and this will
help the company to gain the maximum revenue in the marketplace. This will affect many
aspects of the consumer's as there judgements and the feelings is entirely changed for the
companies as this impacts the change in the buying decisions of the consumers. The customers
help in enhancing the satisfaction as well as loyalty intentions in the relationships through the
consumers and the inferences of the overall organization.
According to Castro-González, S., and et.al., (2019), CSR activities has the major
impacts on the fashion retail organizations. CSR forces the companies in changing the traditional
business models of the organization. In the present era, the fashion retail organization are
focusing mainly on the last phase of the value chain and the waste chain. The additive eco-
innovations such as the waste disposal, waste recovery as well as the emissions control are still
dominant. In the present era, the fashion retailers are becoming much aware about the social
responsibility which comes with the accountability for the smooth running of the organization.
The fashion retail organization who are taking part or following the Corporate-social-
responsibility helps the environment by creating the organization with providing wide variety of

the initiatives. As CSR helps the company in understanding that they do not have just economic
and legal obligations on them but also the responsibilities which are beyond this. This helps the
organization to voluntarily consider the impacts of this on the other stakeholders and not just on
the shareholders of the company such as the society, communities and many more.
Chapter conclusion
From the above represented literature review, it has been illustrated that CSR is an
important concept that requires to be fulfilled by each and every company in order to achieve
success. This provides great level of efforts among any organization as well as provide great
level of impacts on the fashion retail industry. This has been discussed in detailed manner with
great level of efforts by the scholar.
CHAPTER 3: RESEARCH METHODOLOGY
Research methodology can be defined as the discussion related to the particular methods
which are selected and used in the research study. This discussion also covers the theoretical
concepts of which provides the thorough information about the methods which are selected and
applied in the research study (Davidavičienė, 2018). Basically it provides the structure which
states systematic design of the study which has been made by researcher for ensuring the valid as
well as the reliable outcomes which will address the aims and objectives of the research study.
The main purpose of the research methodology is to provide the explanation of the reasoning
behind the particular and the relevant topic or the approach of the research study. This section

clearly shows the reasons of selecting the suitable methods for the objectives and stating that the
approach which has been used is the best for answering the problems and the research questions.
The research methodology involves the data collection methods, analysis, participant’s
observations and many more.
Research type
Research types can be defined as the different methods which is used by the researcher to
conduct or perform the research study. This is based on the goals of the research, timelines as
well as the purposes of the research study. There are two types of the research type that is the
qualitative and the quantitative method of the research. Qualitative method refers to as the
process of taking the inquiry which helps in taking the deep understanding of the social
phenomena (Denny and Weckesser, 2018). With theoretical or qualitative data, it is possible for
the researcher to consider even small sample population as well for determining the useful
content. It not only eliminates the bias possibilities but also provide option to focus research on
specific themes. This specific method collects deep and detailed knowledge and information
about the topic that is being chosen along with generate new and advanced ideas after
identification of the issues and problems which are highly related and relevant to the research.
This has been utilized in order to find appropriate ratios as well as averages, make articulations
along with provide final conclusion among the outcomes towards wider group of population.
Another type of research is quantitative type in which statistical data is considered for the
analysis and evaluation purpose. In order to manage the quantitative research huge data among is
needed thus large sample size population can make the research less feasible in terms of cost
consideration and management. This is the process which suggests the best level of examining
and assembling the data into numerical terms or performing statistical, procedural and numerical
techniques. In this research study qualitative data is used because with this type of research more
detailed analysis can be performed so that rich data can help to enhance the scope and future
research implications of the chosen study. Another important advantage of using thematic
analysis is that it allows users to determine and explore specific pattern and themes in the data.

Research approach
Research design provides the methodological approach for collection and analysis of research
data. It’s of three types. The first is inductive approach in which specific observations are
identified and analysed so that generalized conclusions can be drawn. On the other hand, in case
of deductive approach specific hypothesis are made and their validity is tested and verified using
specific methods. Deductive approach is basically obsessed with development of hypothesis
which has been prepared on the basis of existent theories along with designing of research
strategy to test those hypotheses (Castro-Ceacero and Ion, 2019). This specified resource prefers
ample of resources as well as take short and limited time period to complete the whole study in
order to test those hypotheses. This also helps to avoid any kind of risk factor among the research
or investigation. The third type of research approach is known as abductive approach in which
both inductive and deductive approaches are used jointly.
In inductive research approach usually patterns are observed and on the basis of those
observations some theories or preliminary conclusions are drawn. One of the limitation of using
inductive approach is that as there is lack of statistical evidence its reliability has direct
proportionality with the sample size. For higher reliability sample size must be greater. Contrary
to this in deductive approach specific testing methods are used to test the validity of developed
hypothesis. On the basis of observed test results those hypotheses are accepted or rejected.
Deductive approach is mainly used for quantitative studies in which large data set is available to
easily test the theories (Davidavičienė, 2018). In abductive research studies inductive approach
is used to develop theories and then those theories are tested using deductive approach. However,
such approach is suitable mainly for the large scientific research studies and thus is not used for
this research project.
The proposed study is of qualitative type thus in this research project inductive approach
is used. Though sample size chosen for this project is small but the use of inductive approach
will help to establish the essential theoretical background and concept fort the research topic
chosen in this study. Also in order to conduct deductive approach detailed knowledge of
statistical methods is required. The use of inductive approach is beneficial in terms of enhancing
flexibility and its ability to support and develop the generation of new and crucial theories. Thus
it can also provide future insights as well as possibilities to make research outcomes more
productive.

Research philosophy
It is about the conviction in which the data about an occurrence should be collected,
evaluated and hence utilized. There are terms which are related to the things that are known to be
true and the things that are believed to be true includes diversified philosophies related to the
research approach. In general there are two different kind of beliefs that have been identified are
Positivism and Interpretivism (Ndlovu-Gatsheni, 2019). According to the positivism approach, it
has been believed that the reality is constant and illustrated from the objective kind of point of
view which includes no interference within the phenomenon that is being studied. They compete
that the observable fact should become secluded along with the annotations that should be
repeatable. This basically includes the management of reality with the help of varied into a single
independent variable so as to recognize regularities into along with originate relationships among
some of the ingredient rudiments of the social world.
On the other hand, interpretivism states that it is basically the study of phenomenon into
their natural atmosphere which is the key to the interpretivism philosophy. It has been admit that
there may be various interpretations of reality along with maintain that such interpretations are
itself a part of the scientific information which has been pursuing by them. It is basically a
tradition which is no less magnificent than that of positivism nor is shorter. This has been
emerged as an outcome which resulted into a perceived inadequacy of positivism to meet the
requirements of social scientists. It is highly concerned about the exploring the complexities of
social experience with the help of achieving an empathic understanding about the ways in which
the research subject view the world. In order to complete the present study in most effectual
manner, interpretivism philosophical approach has been utilised as provides appropriate things
which align with the ways in which the designers conduct the investigation in order to obtain the
insights about the concern or issue that has been identified along with provide empathy to the
users as well.
Data collection
It is the process that belongs to bring together, calculate and assess the accuracy of the
collected data in order to fulfil the requirement of investigation with the assistance of effectual
techniques. The approach that is being utilised is different for dissimilar studies which include

studies over the topic according to the investigation requirements under which varied data has
been gathered. Scholars are able to identify the study on the basis of collection of data along with
viewpoints of individuals which has been collected with the help of sampling technique. With
the help of selected data collection procedure an individual is able to provide appropriate
conclusions over the specific topic (Hoon and Singh, 2019). Majority of organizations use data
collection methods to prepare assumptions about future related trends along with probabilities.
Once the data has been gathered it is importantly undergone into the data establishment process.
Basically data has been gathered with the help of two mediums which involves primary
and secondary. Primary data collection is the process which has been chosen specially in order to
fulfil the desires and requirements of special research. In general, there are various data
collection methods that have been discussed as per many practices which involve questionnaire,
interview, survey, experiments, etc. Each method have their own advantage as well as drawback
which involves such as questionnaire method have a benefit of identify the conclusion in most
personal manner by collecting their view point’s specifically.
On the other hand, it is time consuming, expensive as well as might include the
conclusion or final outcome with some amount of biases. The questionnaire method has certain
benefits which involves that the respondents have appropriate time to give their responses as well
as cheaper in comparison to any of the technical data collection method (Arantes do Amaral,
and Lino dos Santos, 2018). On the other hand, the secondary data collection is gathering data
with the help of previous studies and research that has been already gathered by other scholars
and is relevant to the current study. In this report, the data has been collected through both the
mediums.
Sampling
With regard to sample, it has been evaluated that, the data has been collected from
randomly selected candidates at the time of data collection with the help of using primary
method. In order to collect primary data, the scholar requires to be selected candidates or
participants who are able to choose appropriate answers on the basis of their experiences. The
procedure that is being selected is the process known as sampling and categorized in two parts
such as random and non-random sampling technique. In random sampling method people are
being targeted without having any appropriate or particular criteria while on the other hand, the

non-random sampling method refers to the basis of specific set of selection criteria (Shrivastava,
Shah and Navaid, 2018). When participants are being selected over the basis of specific criteria
them it makes them feel de motivated. This is the major reason that scholar basically select
random sampling method.
Data sampling is the procedure where researcher collects information from different
perspective for effectiveness of the business. It helps in order to maintain higher amount of
efficiency and raises productivity level in decision-making procedure. Within this research,
scholar decides to select 30 customers of H&M and the Gap Inc and gather data from them over
this specific issue or topic. Analysis of participators is highly complex in nature because multiple
people not develop interest into the distribution of answers which is not an effectual approach as
well as beneficial term for investigation further development. The last thing that has been
considered by the researcher is the format of the questionnaire which is based upon the structure
or questions which are highly specific and understandable by the people who are selected for this
specific purpose. It has one major benefit that the approach is highly able to collect the data in
most effective manner rather than choosing other form of data collection or gather sampling in
order to interpret the results into appropriate manner.
Data analysis
Data analysis is the procedure in which the scholar utilises diversified perspectives in order
to inspect and transform information from different thoughts into new and appropriate decision
making. It is not applicable in daily decision procedure as it is mainly taken when any
establishment id faces any kind of challenge in order to improve their business actions on the
basis of other ideas evaluation (Thomas, 2021). In general there are two kind of method of data
analysis which is exploratory and descriptive data evaluation approach. Scholar majorly conduct
investigation from the identification and perfect information of research analysis approach
because it is easier and provide exact information for the data collection which is highly essential
for business sustainability. Data analysis method is the major thing which provides ideas that
which kind of strategic approach is significant for consideration in order to identify the
information. Within this research, the scholar decides to uses exploratory data analysis approach
or method because scholar majorly develops concerns and focuses over utilization of qualitative
methods which is the part of exploratory method. This analysis mainly used in order to do

collection of information with various questions or technique researcher explores data from
social as well as physiological perspectives.
With the help of including questionnaire practice and choosing exact number of
candidate’s one major thing happens which includes timely recognition and analysis of nature
exploration techniques which definitely provide best and sustainable results in order to collect
more efficient information. Hence, it becomes clear that the utilisation of exploratory method is
the best suitable technique for the study because it is easier way to gather knowledge from
employees who have exact idea about the topic that has been researched along with able to
provide exact knowledge. Scholar decide to build this outcome they can easily able to evaluate
and identify the information at very initial stage as his method has the power to provide
appropriate results which is beneficial for the company as well as for other scholars.
Reliability and validity
It is basically an aspect which has been used in order to identify the quality of the total and
wholesome study. This provides a detailed analysis of how well as study method, technique or
test with tools measures something with regard to look forward in order to provide effectual
results of the overall study. Reliability is the major concept which is individually dependent upon
the constant measures over the final outcome while on the other hand, validity aspect belongs to
the accurately measure the final outcome. In order to improve and increase the credibility of the
report, the data has been gathered or collected from the sources that are reliable in nature which
has been published after year 2018. Matching appropriate information about the topic, the
articles and journals has been considered in order to collect the information as well as data
through most reliable sources and manner (Rajasinghe, 2020). This provides appropriate
assistance in order to complete the whole study by addressing all necessary requirements of the
study. In addition to the above represented comments, the secondary data has been gathered with
the help of choosing copyrighted protected websites which shows and illustrate the reliability
concept into detailed manner about whole research report.
Research limitations
The limitations of the study are basically illustrated the flaws and shortcomings of the overall
report. It can be exists due to certain constraints over research design, materials, methodologies,

time frame, etc. Within the current study, the limitations are referred in terms of sample size as it
is too small and hence difficult to find appropriate relationship from the data as statistical tests
generally requires large sample size in order to ensure representative distribution of the overall
population and has been considered as the representative of the group of people to whom results
has been generalized. Moreover, the lack of availability or reliability of data also acted as a
limitation as it likely to require to limit the scope of the analysis that is being gathered by the
scholar. In addition to that the prior studies are lacking in nature in context of this specific topic
(Sileyew, 2019). The measures used in order to collect the data as sometimes after completing
the interpretation of the findings it has been discovered that the collected data inhibited the
ability to conduct thorough analysis over the final outcomes. For instance, the scholar might
regret to not involve any specific question or might have forgotten to include any question that
consists of important information about the topic. Furthermore, there are other limitations which
the study which has been described as the lack of accessibility towards people, company and
documents that are highly beneficial for the research, longitudinal effects as the scholar study
over single research issue along with limited time frame, biases in context of cultural as well as
other kind of biases along with the fluency among the language that is being considered within
the above study.
Ethical consideration
Ethical consideration is belongs to the procedure of setting certain amount of principles
that is highly able to provide guidance in order to complete the study, practices as well as
designs. There are varied principles of ethical consideration which involves that it has been
implemented within the investigation such as voluntary participation of candidates, informed
consent from them, confidentiality, result communication along with potentiality to harm. It has
the capability to promote the final aim of the research with the help of avoiding any kind of
error, increasing knowledge level and putting emphasis over the truth. The few of the ethical
considerations that has been considered by the researcher that has been taken into account at the
time of doing secondary research is related to having consent of study subject can be reasonably
supposed to be released for other users (Brown and Tidy, 2019). At the time of doing the study,
the scholar has appropriately followed all kind of ethical considerations. The safety rules and
regulations are highly followed through which the personal information that has been gathered

does not get leaked. With the help of implementation over the ethical consideration, the scholar
conducts he study into systematic manner because of which the aims and objectives of the study
has been achieved in most effectual ways.
Research design
It is the kind of method as well as technique of the study that has been utilised by the scholar
in order to conduct the examination n most effectual manner. It provides assistance in order to
accurately provide purpose statement and also determine the techniques that are implemented in
order to collect and evaluate the study. With the help of research design, the scholar can identify
the method which has been applied for analysis collected details as well as conducts
measurement of analysis. In general, there are three diversified kind of research design such as
exploratory, experimental and descriptive research design. In order to identify the current study,
the exploratory research design has been implemented as it helps in order to identify the
investigation issue in most suitable manner (Tayebi Abolhasani, 2019). With the help of this the
study has been appropriately explained as it enables the scholar to provide theoretical as well as
hypothetical idea to resolve research issues. It has been chosen as the study is based upon the
qualitative study as it is inexpensive, interactive, and unrestricted in each and every manner. The
other kind of research design is experimental and descriptive. Descriptive design focuses over
what and why of the research, while on the other hand, experimental research design is scientific
research which involves variables and hypotheses which can be manipulated by the scholar.

CHAPTER 4- DATA ANALYSIS
Data analysis is the procedure that consists of transformations, improvements and
creating the data in order to identify or discover important informations for the betterment of the
business with the help of taking appropriate decisions at stipulated time frame. Its primary
purpose is to pull out useful information and knowledge from the data that has been gathered
and then represented into the form of graphs, diagrams, pie charts and bar graphs which assists
them in order to provide appropriate directions which cause positive effects over the study which
is based upon the topic which is related to the influence and impacts of corporate social
responsibility over consumer behaviour in UK clothing retail sector. Within this report, the
qualitative analysis has been conducted in order to achieve the pre-defined objectives about the
study and to evaluate the qualitative data in most successful manner with the help of Thematic
perception test technique.
Theme 1: Majority of customers do states that yes they are highly aware about the concept of
corporate social responsibility.
Do you understand the concept of corporate
social responsibility?
Outcome
Yes 28
No 2
Total 30
Interpretation: From the above represented pie chart, it has been interpreted that maximum
number of customers such as around 93% completely understand the concept of CSR as
according to them it is the management concept under which companies integrate environmental
and social concerns into the business operations along with interactions with the stakeholders.
On the other hand, there are few such as around 7% people are still unaware about the concept
of corporate social responsibilities.
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Theme 2: Maximum number of respondents voted for the fact that according to them generation
of trust and commitment towards the society is the best CSR practice that highly affects the
consumer behaviour perspective.
According to you in what context CSR
practices affects the consumer behaviour?
Outcome
Perceived value 5
Generation of trust and commitment 10
Increase in satisfaction 8
Enhance loyalty 7
Total 30
Interpretation: From the above diagram, it has been identified that maximum number of
respondents do share their vote in favour of practice i.e. generation of trust and commitment
option. While increases in satisfaction level is the option who get second largest such as 27% of
votes. 23% of selected candidates share their view points in the favour of enhance loyalty level
and remaining 17% share their views in order to support for perceived value which is the
ultimate practice of CSR for them to get them engaged and also influence their consumption
behaviour.
Theme 3: From this question it has been identified that majority number of consumers states
they are giving themselves 4 star rating in context of having knowledge about the CSR practices
followed by retail clothing sector.
Rate your level of information about the
CSR practices in retail clothing industry?
Outcome
5 star 8
26

4 star 12
3 star 5
2 star 3
1 star 2
Total 30
Interpretation: From the above presented pictorial representation over providing appropriate
rating on the basis of level of information that are related to the CSR practices in specifically
clothing retail industry, it has been identified that 40% of customers are highly able to
understand and rate their knowledge level about 4 star in nature with related to CSR practices.
On the other hand, there are 27% of consumers who states that they have the information and
knowledge about the CSR at the level of 5 star. 17% of respondents are states that they rate their
knowledge level over the scale is 3 star in nature. 10% of respondents are having it at the level
of 2 star and remaining 7% have only less knowledge about the topic and thus requires extreme
amount of practices in order to improve their information criteria.
Theme 4: The majority number of respondents who were selected through the random selection
method states that with the help of internet, they are highly able to understand the aspects of
corporate social responsibility information.
From which sources or channels you are
able to get information about the corporate
social responsibility information?
Outcome
Magazine, newspaper and bill boards 4
TV and radio 5
Internet 9
Store layout 4
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Product packaging and label 8
Total 30
Interpretation: From the above shown diagram, it has been evaluated that maximum number of
respondents such as around 30% of the overall people that are involved into the collection of
data states that with the help of internet, they are highly able to got information from them about
the corporate social responsibilities that has been performed by the companies and specifically
by the H&M and the Gap Inc. 27% of candidates getting information from the product
packaging and the label that has been provided to them along with the products they purchase
from the producers. Moreover, 17% of people are able to get information and knowledge about
the things through the help of TV and radio while magazines, newspaper and billboards as well
as store layout are equally responsible for distributing the information about the concept that is
related to the CSR practices as it had got votes from approximately similar percentage of the
customers such as around 13%.
Theme 5: From the question that has been asked from the randomly selected candidates, it has
been identified that majority number of employees are share their votes and view points in the
favour that they are agreed over the aspects that they highly pay attention upon the corporate
social responsibilities as well as relatable practices at the time while purchasing products or
items of any specified company.
Do you pay close attention over the CSR
activities of the producers at the time of
purchasing items?
Outcome
Strongly disagree 1
Disagree 3
Neutral 5
28

Agree 15
Strongly agree 6
Total 30
Interpretation: From the presented pie chart, it has been identified that maximum number of
respondents such as nearly about 50% states that they highly agree upon the concept that at the
time of purchasing clothing range, they are extremely focused towards the CSR practices
performed by the producers for the betterment of the society and general public. On the other
hand, 20% of respondents are strongly over this aspect and states that they always give high
amount of emphasize over this special concept at the time of making purchase from any
company products along with their behaviour towards the issues of the society. Moreover, 17%
of customers share their neutral reaction over the concept and states that they are not very much
aware about such things or even the conception of such types of things. Apart from this there are
few who are disagreed over this specific aspect which is around 10% of the overall population
and remaining is the 3% who states that they never ever provide any kind of attention while
doing purchase products from specific brands.
Theme 6: While asking for this question, majority of respondents states that at the time of
talking about the corporate social responsibility and their related practices, they are extremely
recalled any of the specific CSR initiative performed by the company related to fashion retail
sector which they are even currently utilizing.
Can you able to recall any of the CSR
initiatives by the retail fashion brand you
Outcome
29

are currently using?
Yes 23
No 7
Total 30
Interpretation: As per the diagram that has been prepared above in order to evaluate the
perspective related to the topic, it has been identified that maximum number of candidates which
are around 77% among the total respondents states that they are easily able to recall about the
CSR practices that had been performed by the brands which they are even using in recent times.
They elaborate the things and provide examples as well such as they are extremely focused
towards enhancement of livelihood as well as empowerment of the youth such as girls and
women. Moreover, they continuously keep themselves engage with the stakeholders which
includes various experts such as NGOs, government, etc. who are highly important in order to
prepare the whole society. On the other hand, few such as around 23% are still unable to
memorize any of the CSR practices from any of the brand as they are seriously not giving any
attention over such things in detailed manner. They are even not bother about such practices and
only attentive towards other parameters of choosing item of any specified company.
Theme 7: As per maximum respondents or consumers, reduction of carbon footprints are the
major aspect over which the companies need to provide high level of emphasize as it is the thing
which extremely assist in order to influence the consumers in order to purchase specified
clothing range products from producers like H&M and GAP Inc.
According to you what type of CSR
practices highly influence the customers to
purchase specific clothing range from any
specified producer?
Outcome
Reducing carbon footprints 11
30

Engage into charity work 5
Purchasing fair trade products 4
Getting involved into volunteer work 7
Improvement under labour policies 3
Total 30
Interpretation: As per the view points or final outcome that has been gathered from the
respondents who are selected into random manner states that majority number of customers such
as around 37% states that they can highly encourage the practices of producers which are related
to the reduction of carbon footprints among the society because this is the ultimate thing which
assist the companies to work something for the betterment of the society irrespective of their
own profit margins. Moreover, 23% of candidates share their vote with the option that
companies need to get involved into the volunteer work in order to respond responsibly towards
the external environment. Another 17% of consumers says that the company must engage
themselves into charitable trusts along with their connected work as it helps them to enhance
their brand value and name within the mind of people living among the society as well as the
market place under which various other competitors are also available. 13% of selected
candidates voted in favour of purchasing fair trade items or products makes them highly
accountable towards the society while remaining 10% states that if a company improves their
labour policies, they highly able to influence and provide impacts over the decision making
power of the customers in order to make them purchase their own produced item.
Theme 8: Maximum number of selected candidates states that they somehow agree over the
point that they avoid buying and using products among the fashion industry if the companies are
socially behaved irresponsible and adopts unprofessional business practices.
Do you avoid buying and using producers Outcome
31

product of fashion retailers if they are
socially irresponsible business practice?
Strongly disagree 3
Disagree 4
Neutral 7
Agree 14
Strongly agree 2
Total 30
Interpretation: From the pie chart that has been shown above highlight the aspect that majority
number of candidates share their views that corporate social responsibility is the foremost and
significant practice that needs to be performed by each and every organization in order to make
themselves stable and sustainable within the market space and hence got 47% of total votes
among the total number of selected candidates. And hence quite many times they avoid
purchasing products from the companies who are not able to fulfil basic CSR activities among
the society or even shows their irresponsible behaviour among the society. While many others
such as around 23% of customers share their vote into neutral option as they are unable to decide
to purchase items on the basis of this specific concept. 13 % of respondents are disagreed over
this specific concept and states that they are not highly conscious about the facts that are
associated with this practice and not specifically purchase products with the help of utilizing this
specified activity. However, there are few others who share their vote in strongly disagreement
over the concept that are related to around 10% of the overall respondents from which the data
has been gathered. Moreover, 7% of candidates are strongly over this specified context and share
their view points that they are extremely focused towards such type of practices and choose
products specially after considering all the significant aspects.
Theme 9: In order to spend extra over the clothing products provided by the companies
specially by H&M and GAP Inc. who are already considered as premium brands, the customers
32

are ready to pay 10 percent extra over the products in order to make or remain them highly
sustainable as well as responsible towards the society requirements.
How much extra you are willing to pay for
clothing range provided from socially
responsible producers?
Outcome
0 percent 12
10 percent 10
20 percent 5
30 percent 2
More than 30 percent 1
Total 30
Interpretation: from the above diagram that help in order to illustrate the aspects in detailed
manner that majority number of respondents that are selected in order to fulfil the requirement of
CSR practices towards the society, 33% of them are ready to pay 1o percent extra amount over
the current prices that are being set for them. While 40% are the ones who are not at all ready to
pay anything extra in order to make the company socially responsible as according to them, the
companies are already making appropriate profit margins within which they can spare the
margin towards the enhancement and betterment of the society and community. 17% voted for
giving 20 percent extra value over the prices of products as they want companies to become
extremely responsible towards the community and the problems that arises among the society.
7% of customers are agreed over the 30 percent extra value for money and on the other hand
there are few others as well such as around 3% who are even ready to pay more than 30%
towards the betterment of the society. These are the premium range customers of the producers
33

who wants to share their appropriate actions towards the betterment of the general public along
with the fact that amount rise does not affect their purchasing decision power.
Theme 10: The major influencers and factors that had been selected from maximum number of
respondents are quality and producers CSR practices in order to make the concept successful and
relevant which highly able to influence while purchasing fashion clothing range.
What are the major factors who are
relatively significant and provide influence
at the time of purchasing clothing range?
Outcome
Quality 8
Producer's CSR practices 8
Price 7
Brand image and reputation 4
Material 3
Total 30
Interpretation: From the represented pie chart, it has been illustrated that maximum number of
respondents which are around 27% states that they are interested into producers CSR practices
and the other major contribution has been done in the option of price which has been voted by
23% of respondents.13% of the selected candidates were share their viewpoints in favour of
brand image and reputation of the company and according to them this is the major factor who
influence them at the time of purchase. However, the remaining candidates such as around 10%
are gone for material quality and thus, they make their purchase according to it.
34

Theme 11: Majority number of randomly selected candidates states that according to them
reduced packaging and usage of ecological packaging material are the major and foremost CSR
practice or initiatives into the retail clothing industry.
What according to you are the major CSR
initiatives in the retail clothing industry?
Outcome
Reduce packaging and use ecological
packaging material
18
Provide consumers with sale products 4
Contribute towards local communities 5
Health awareness and promotion campaigns 3
Total 30
Interpretation: As per the above prepared diagram, it has been interpreted that majority number
of respondents such as around 60% out of the total states that reduced packaging and usage of
ecological packaging material is the best way to initiate CSR practices into the retail clothing
sector. While on the other hand, 17% of the candidates are interested and voted for the option
related to contribute high amount of practices towards local communities and according to them
it is the best possible practice for them. Moreover, as per 13% of respondents provide customers
with more of sale products are attracting them to make purchase and as per them it will be the
best corporate social responsibility of any establishment. Remaining 10% of the candidates
voted for the option which is related to health awareness and promotional campaigns.
Theme 12: In order to evaluate this specific question, the surveyor identified that according to
the respondents who were selected for the survey stated that in order to engage into the CSR
practices and initiatives, the fashion industry or companies required to be operating in a way in
which their initiatives increase society as well as the environment. Each and every decision and
action must be carefully chosen. In order to elaborate the concept, they even add some of the
35

examples of CSR practices as well which includes ethically produce the products so that the
company do not have to face any issues related to CSR, no animal testing and their made fabric
utilization along with most importantly the eco friendly packaging. Apart from this, they can
also share their contribution among the recycling, upcycling through collecting clothes, become
energy efficient, use renewable energy, using less harmful materials and improve the animal
welfare with the help of adopting appropriate practices. Apart from this, as per social concept it
has been identified that the fashion retail firms can also contribute their part among protecting
human rights, fair amount of living wages along with providing them safe and healthy working
conditions for employees as well as overall workers of the industry.
The above represented data analysis provide high level of assistance in order to interpret
that it supports the study in a manner to reach towards the final conclusion. This helps in
structuring the appropriate findings with the help of primary and secondary sources of data
collection method. Data analysis is a practice which helps into break down macro problems into
smaller parts. Furthermore, it also represents the unbiased behaviour of the researchers because
of the use of proper statistical data in the form of pie charts. With the help of this specific
research method, the scholar is able to filter both qualitative as well as quantitative data for the
better completion of the project (Liu and et.al., 2019). This includes more detailed approach in
order to evaluate, record, represent data findings and dissemination within the ways that are easy
to interpret and make appropriate decisions accordingly for the betterment of the business. Data
analysis is a part which enables the researcher to enhance the quality of data and consecutively
get benefits from both the company along with consumers. In detailed manner, it has been
highlighted that this has been used to accept the variables in detailed manner. Apart from this,
each and every effort that is being made for the research must be taken by the scholar in order to
diminish the major challenges of data unity.
CHAPTER 5 – CONCLUSION
From the above detailed investigation, it has been identified that in order to identify the
influence of the corporate social responsibility over customer behaviour among the United
Kingdom in the clothing sector, this research provides appropriate decisions to the scholar
because the study is appropriately able to provide detailed information about the topic that has
36

been chosen for the research. The whole study includes the major aim and objectives related to
the topic which highly able to provide detailed information about the corporate social practices.
CSR is considered as a commitment and accountability of a company in order to reduce the
harmful effects and implications from their manufacturing procedure along with providing a
great impacts over the society as well as for the whole environment. From detailed evaluation, it
has been analysed that some brands really did great jobs in order to fulfil the requirements of
corporate social responsibility in context of fulfilment of their values and transparency along
with high level of commitment towards the betterment of the society while some companies are
unable to fulfil such requirements. This research showed the best way to investigate whether
customer purchasing behaviour is influenced by specific activities done by brands or not.
Moreover, this has been confirmed that customers do appreciate products with the help
of great ethical values as from past any decades, it has becoming the trend and widened to
mainstream the society. Nevertheless, most of the consumers still buying products from the
establishments they choose without even thinking about the companies ethical value as well as
social accountabilities. One more thing that has been identified that not all of the consumers are
willing to pay more for the products just because it has great amount of ethical values. H&M is
appropriately doing their CSR practices and actions in the most convenient manner. Consumers
nowadays are highly aware about the and include information processing which is judging,
reasoning and preparing behavioural responses. The customers are highly focused towards the
information about the products, judging company's truthfulness in doing of CSR, reasoning the
CSR towards the products, along with their purchasing actions. Thus, as per the whole research,
the corporate social responsibility actions highly influences the customers purchasing behaviour,
although it does not influence all the people among the society. As per the selected candidates or
participants, there are various other things as well that required to be considered other than CSR.
Purchasing products from the establishments those are having good CSR level also make the
customers to feel more relieved and satisfied. This feeling wants to make the customers want to
repurchase the brand. The basic objective of the overall study which is related to the
investigation about the effects of CSR, social groups and attitudes having over customers
intention in order to purchase fashion online. Most significantly, CSR influences the consumers
intentions to make purchases for fashion products or clothing range.
37

With the help of detailed analysis, the CSR practices are proactive in nature and through
which the firms are engaged into such activities because they care and are highly motivated by
the non-financial benefits. CSR practices always generates positive consumer responses which
moreover also increases intentions for purchase. After completion of the overall study, it has
been analysed that CSR greatly impacts the buying pattern of the customers and having high
level of effects over online as well as offline purchase done by the consumers. With the help of
such activities brands work tirelessly in order to promote their positive image among the market
space. There are many ways in which companies can do such actions and adopting great CSR
practices are among one of them. This promotes sustainable developments by delivering social,
economic as well as environmental benefits for all stakeholders. Fashion brands thus, highly
involved into promoting their corporate social responsibility campaigns with the help of using
various media platforms in order to attract more and more consumers. Various customers have
identified to boycott products and services of specialized brand because of less fulfilment of
responsibilities by the companies within the external environment. Global or international
customers always think and expect from companies to operate responsibly in order to address a
wide range of social as well as environmental issues. Thus, the major brands are highly
responsible and act in similar manner to promote their corporate social responsibility campaigns
forward as well. H&M and GAP Inc are both highly major brands and extremely vocal about
their responsibilities and CSR campaigns.
With detailed evaluation, CSR is highly powerful tool for communication professionals
and sustainable fashion is from very initial is a well known CSR tactic. Currently, each and
every organization continuously promote this activity with the help of adopting various social
media platforms in order to further spread their messages to as many persons as possible. Not
only it is highly powerful for brands to communicate the ways in which they are ethical and
socially responsible but it also promotes a positive brand value and image along with building
healthy relationships with all their customers and stakeholders.
CHAPTER 6- LIMITATIONS
The first and foremost limitation of this research study is that the candidates who have
been selected for the survey purpose are of specific age although the questionnaire had been
distributed among random people but still the more respondents were of the age of 20 to 35
38

years of the age group. This also affects the overall findings of the study as at initial years, the
people are nit very much aware and concerned about the CSR practices and highly interested
into the discounts and advantages gathered from the brands (Lima and et.al., 2018). Through
survey, it has been evaluated that there are few who even unable to understand the concept of
CSR practices and then not able to identify their benefits as well. Apart from all such limitations,
the time limit also acted as a major constraint due to which the scholar is able to perform their
tasks in limited manner. With time limitation, the data has been collected from small number of
respondents which might also does not able to provide exact results and information about the
study which is based upon the fact that CSR practices influences the consumer behaviour.
Moreover, the limited resources also acted as a major limitation because there is not so many
researches has been done in previous times over the similar topic. There are few studies
presented which is not highly able to discuss about the topic in detailed manner. Limited amount
of money also acted as a major limitation because the budget that has been provided for this
study is limited in number and thus requires appropriate amount of spendings in most structured
manner. Thus, after considering all the limitations, it has been decided for the further and future
study is that the scholar will definitely interview the general customers without asking about
their age, gender, status and occupation. In order to do detailed analysis, the demographic factors
somehow influences the CSR awareness as well as the behaviour of the customers(Moon and
Lee, 2018). Although the research shows the results that corporate social responsibility is the
most effectual practice for each and every organization and does not provide any negative
comments about the research but them also due to certain level of limitations, the scholar
respond within certain boundaries.
39

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APPENDICES
Questionnaire
1. Do you understand the concept of corporate social responsibility?
 Yes
 No
2. According to you in what context CSR practices affects the consumer behaviour?
 Perceived value
 Generation of trust and commitment
 Increase in satisfaction
 Enhance loyalty
3. Rate your level of information about the CSR practices in retail clothing industry?
 5 star
 4 star
 3 star
 2 star
 1 star
4. From which sources or channels you are able to get information about the corporate
social responsibility information?
 Magazine, newspaper and bill boards
 TV and radio
 Internet
 Store layout
 Product packaging and label
5. Do you pay close attention over the CSR activities of the producers at the time of
purchasing items?
 Strongly disagree
 Disagree
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 Neutral
 Agree
 Strongly agree
6. Can you able to recall any of the CSR initiatives by the retail fashion brand you are
currently using?
 Yes
 No
7. According to you what type of CSR practices highly influence the customers to purchase
specific clothing range from any specified producer?
 Reducing carbon footprints
 Engage into charity work
 Purchasing fair trade products
 Getting involved into volunteer work
 Improvement under labour policies
8. Do you avoid buying and using producers product of fashion retailers if they are socially
irresponsible business practice?
 Strongly disagree
 Disagree
 Neutral
 Agree
 Strongly agree
9. How much extra you are willing to pay for clothing range provided from socially
responsible producers?
 0 percent
 10 percent
 20 percent
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 30 percent
 More than 30 percent
10. What are the major factors who are relatively significant and provide influence at the
time of purchasing clothing range?
 Quality
 Producer's CSR practices
 Price
 Brand image and reputation
 Material
11. What according to you are the major CSR initiatives in the retail clothing industry?
 Reduce packaging and use ecological packaging material
 Provide consumers with sale products
 Contribute towards local communities
 Health awareness and promotion campaigns
12. You are welcome to leave any comment about the corporate social responsibility into
fashion retail industry.
….......................................................................................................................................................
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