Analyzing The Influence Of Fashion Brands' Csr Strategies On Consumer Purchasing Patterns In Vietnam: Emphasizing Sustainable Product Demand Post-Covid-19

Abstract

This study examines the impact of CSR on Vietnamese consumers' decisions to purchase sustainable fashion items after the COVID-19 pandemic. The findings reveal that a strong COR associated with CSR initiatives is important to consumers. However, there is a disconnect between valuing CSR and actual buying habits, with consumers not translating their positive perception into purchasing sustainable products. Additionally, a generational difference is observed, with Gen Y showing a greater interest in sustainable fashion compared to Gen Z. To bridge this gap, the study recommends that fashion brands and policymakers gain a deeper understanding of consumer perspectives on sustainable fashion in Vietnam.