Business Commons^™

Wear Your Heart On Your Sleeve: Exploring Moral Identity As A Moderator Across Csr Authenticity, Consumer Admiration, And Engagement In The Fashion Industry, Edward Jung, Suna La

Asia Marketing Journal

A rapidly shifting, hyper-sensitive modern fashion industry, coupled with an increasingly developing global environmental concern, has seen to an ever-imperative role for corporate social responsibility (CSR) to play in the successful operation of fashion companies. This study primarily investigates effective measures for successful CSR implementation in both corporate and consumer domains, looking at Patagonia, an exemplar company with an environmental mission, to understand the central contributions of active consumer engagement to the success of CSR initiatives. We explore consumer admiration as a concept necessary to elevate CSR practices from image maintenance to genuine engagement and advocacy, and how such admiration …