The effect of corporate social responsibility (CSR) practices on student purchasing behaviour: A case study of H&M

Abstract

The clear aim of this research study is to consider if the current Corporate Social Responsibility (CSR) practices (such as animal welfare, recycling efforts, working conditions and sustainable materials) active within the high street retailer, H&M, (the focus case study for the research) have on the purchasing behaviours of students across Edinburgh in the sustainable fashion industry. There would appear to be a lack of existing qualitative UK based research which directly focuses on the subject of CSR and student purchasing behaviour. This exploratory study aims to fulfil this gap by adopting a qualitative approach, using the method of semi - structured interviews in order to provide a set of deep insights, from a student perspective over a sample of nine students from a variety of universities across Edinburgh. The research very clearly identified that the majority of students do not consider the CSR activities carried out by H&M before purchasing, where style, price and the aesthetics of the clothing item were the most important factors affecting consumer behaviour. Only one participant, an international student, had a good understanding and feelings about CSR, therefore it is clear that education and culture may impact consumer behaviour. The limited scope of this research is clearly recognised therefore further studies should be carried out over a wider and more diverse student base to provide more generic results and trends for both the industry and H&M.