Exploring the role of personal values and moral norms towards consumers' intentions to patronize apparel retail brands engaged in Corporate Social Responsibility
Abstract
Research pertaining to CSR and its influence on consumer purchase decisions has been conducted in numerous industries including organic food, health, and energy and water consumption (Dodd & Supa, 2011; Dean, Raats, & Shepherd, 2008). However, CSR-related consumer behavior research that is specific to the apparel retail industry is minimal (Gupta & Hodges, 2012). Thus, the purpose of this study was to investigate the role of consumers’ values, norms and attitudes on their patronage intentions towards apparel retail brands engaged in CSR.
How to Cite:
Diddi, S. & Niehm, L. S., (2015) “Exploring the role of personal values and moral norms towards consumers' intentions to patronize apparel retail brands engaged in Corporate Social Responsibility”, International Textile and Apparel Association Annual Conference Proceedings 72(1).
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