Sustainability and Social Responsibility

Will You Become More Responsible When Uniquely Individuated or Harmoniously Deindividuated? Personal Social Responsibility to Corporate Social Responsibility in Luxury Fashion

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Abstract

The present study aims to activate personal social responsibility (PSR) at the individual level and determine how it can be connected to perceived corporate social responsibility (perceived CSR) at the brand level, fostering greater support for a responsible luxury fashion brand. The findings revealed that individuals' universalism positively affected PSR, which then enhanced their recognition and acknowledgment of the CSR of the responsible luxury fashion brand. These effects engendered a greater willingness to pay a premium for the brand. More importantly, the moderating effect test demonstrated that the positive impact of universalism on PSR was strengthened when a person's unique individuality, rather than their harmoniously deindividuated state, was emphasized. Additionally, individuation (compared to deindividuation) indirectly moderated the mediation effects of universalism on perceived CSR transmitted through PSR, which reinforced the relationship between PSR and the perceived CSR of the brand.

Keywords: Luxury, responsible fashion, CSR, personal social responsibility, deindividuation

How to Cite:

Li, J. & Kang, J., (2024) “Will You Become More Responsible When Uniquely Individuated or Harmoniously Deindividuated? Personal Social Responsibility to Corporate Social Responsibility in Luxury Fashion”, International Textile and Apparel Association Annual Conference Proceedings 80(1). doi: https://doi.org/10.31274/itaa.17408