The impact of corporate social responsibility on consumer brand engagement and purchase intention at fashion retailers
通过定量和定性研究，发现企业社会责任通过品牌参与间接影响时尚消费者的购买意愿，建议企业通过本地供应商等举措建立消费者对品牌可持续性的信任。
Abstract Consumers have demonstrated new ways of engaging with fashion retailers and experiencing their brand values. This research aims to understand better how fashion consumers form their purchase intentions, by exploring how their expectations about corporate social responsibility influence consumer brand engagement and purchase intention. The research comprises two studies, using different methodologies. The first study is quantitative; it involved 1296 individuals and the results were analyzed using structural equation modeling. The second study is qualitative and utilizes expert opinions from the fashion industry; it seeks to derive managerial and practical implications from the findings of the first study. The results show that corporate social responsibility influences the purchase intention of fashion consumers, but mainly through brand engagement. Consequently, fashion companies should focus on building consumer trust in the sustainability initiatives of brands, including by utilizing local suppliers.