Influence of CSR Activities in Fashion Industry on Generation Z Customers’ Willingness to Accept a Higher Price

Authors

  • Katarzyna Pawlak Wojskowa Akademia Techniczna im. Jarosława Dąbrowskiego Wydział Cybernetyki Instytut Organizacji i Zarządzania
  • Anna Dziadkiewicz Uniwersytet Gdański Wydział Zarządzania

DOI:

https://doi.org/10.24917/20833296.152.10

Keywords:

consumer behaviour, corporate social responsibility, fashion industry, generation Z, sustainable consumption

Abstract

The purpose of this paper is to examine whether the attitude of customers representing generation Z towards the purchase of clothing manufactured by enterprises acting according to CSR concept can have an influence on them accepting a higher price of the goods. In total, 150 respondents participated in the survey. A confirmatory factor analysis was conducted to check the validity and reliability of the data obtained. Hypotheses were tested using the one-way analysis of variance. The findings showed a relationship between a positive attitude of the generation Z towards purchasing clothing manufactured by the enterprises acting according to the CSR concept and them accepting a higher price. The Z customers with positive attitude accept a higher price of clothing produced according to CSR principles. The research results are important to Polish economy and can encourage many enterprises to implement CSR. It is essential nowadays as only large enterprises try to implement CSR activities. The paper contributes to research by advancing the understanding on how consumers make CSR decisions when purchasing clothing and spreads knowledge about CSR activities both to customers and enterprises. Limitations and directions for future research are presented in the article

Author Biographies

Katarzyna Pawlak, Wojskowa Akademia Techniczna im. Jarosława Dąbrowskiego Wydział Cybernetyki Instytut Organizacji i Zarządzania

Katarzyna Pawlak, PhD in Economics in the field of management. She has graduated from the Nicolaus Copernicus University in Torun, Poland. She was a lecturer in Marketing Departments both at the Nicolaus Copernicus University in Torun and at the UTP University of Science and Technology in Bydgoszcz. Currently, she works as an assistant professor at the Military University of Technology, Cybernetics Faculty, Organisation and Management Institute. She has also graduated from postgraduate studies in statistical methods at the University of Warsaw. For the past few years she has conducted training courses in customer behaviour, market analysis, marketing research and sustainable development. She is a President of the Polish Branch (Warsaw) of International Engineering and Technology Institute in Hong Kong.

Anna Dziadkiewicz, Uniwersytet Gdański Wydział Zarządzania

Anna Dziadkiewicz, PhD in Economics in the field of management. She has graduated from the Nicolaus Copernicus University in Torun, Poland and London School of Public Relations; completed post-graduate studies in the field of Managing Scientific-Research Project, as well as Business Coach Academy and a two-year European studies at Jean Monnet Centre. She is a lecturer in the Marketing Department at the University of Gdansk. She is an owner of a training and consulting company AD-futuro. For the past few years she has conducted training courses in design management, public relations, marketing, enterprise brand building. She has been coordinating a number of international projects and is currently a Head Information Manager in one of them. She is a President of the Polish Branch (Torun) of International Engineering and Technology Institute in Hong Kong. Her interests revolve around design management and service design according to design thinking approach.

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Published

2019-12-28

How to Cite

Pawlak, K. ., & Dziadkiewicz, A. . (2019). Influence of CSR Activities in Fashion Industry on Generation Z Customers’ Willingness to Accept a Higher Price. Entrepreneurship – Education, 15(2), 139–152. https://doi.org/10.24917/20833296.152.10

Issue

Vol. 15 No. 2 (2019): The role of education in entrepreneurship development

Section

Articles

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Articles are published under the terms of the Creative Commons License (CC BY-ND 4.0; Attribution– NoDerivs).

https://creativecommons.org/licenses/by-nd/4.0/