Number of reasons their fi nal purchasing behaviour

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number of reasons their fi nal purchasing behaviour may not re fl ect their attitudes to social responsibility in fashion. This difference between what is said to be being done and what is actually being done is also seen with companies engaging in CSR (Aras and Crowther 2009 ; Cerin 2002 ; Wagner et al. 2009 ). Due to consumers purchasing behaviour often not seen as a re fl ection of their intentions or morals, companies often do not see a business case for engagement as Connectivity, Understanding and Empathy 73
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pro fi ts do not re fl ect their level of commitment (Devinney 2009 ). If consumers were to shop by their beliefs and morals, this would not be the case. The industry as a whole also does not widely recognise or reward companies who are outperforming competitors in responsible business practices. This signals to companies there to be little point in engagement and adaptation to a more sustainable business model. Again terminology and standards becomes an issue and only encourages scepticism in CSR. The broad nature of the term results in it being used as an umbrella term, not indicating the type, depth or level of engagement from a company. As a consequence of this, some less reputable companies have began to pick and choose the types of CSR activities they become involved with, often choosing the cheaper and easier to implement strategies which is said to be of great concern to the industry (Kotler and Lee 2005 ). 3.1.2 CSR Communication In addition to engaging with CSR activities, some companies like to also com- municate what they are doing to a wider audience. Companies choose to com- municate about what they are doing for a number of reasons: to inform key stakeholders, to interest and engage customers, to provide a public statement for NGOs (non-governmental organisations) and the press and to remain competitive in the market in comparison to other companies. However, the very act of commu- nication of CSR values is thought to be making more information available to not only the public but also to decision-makers, resulting in further transparency in the supply chain. As previously mentioned the need for transparency in terms of social responsibility has never been needed more. Just as with the level of engagement in CSR, different companies choose the different levels of publicising their values and actions with regards to environmental and social responsibility. The most basic of public engagement is annual reporting, which sees the companies issuing a report, which details their values and progress in terms of actions for the past year. Again at the most basic level this is seen as a business document to inform key stakeholders in the company, however, when utilised more effectively annual reporting can be a very effectively communication tool. Annual reporting is said to increase public trust in a company especially as the consumer can see what progress is being actively made by the company with regards to environmental and social responsibility. Public communication is also
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  • Fall '19
  • Business Ethics, Corporate social responsibility, Alana M. James, Bruce Montgomery

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