Browsing by Author "Moniz, Maria Madalena Guedes Pereira"
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- Corporate Social Responsibility of the apparel clothing industry and its effects on the purchase intention of female Portuguese consumersPublication . Moniz, Maria Madalena Guedes Pereira; Almeida, José Queirós deThe concern about the environment and society has been increasing in the last years. Consequently, consumers increased their expectations regarding the behavior of companies, expecting them to be responsible and helpful towards the improvement of our planet. With the evolution of technology, it became easy for consumers to punish bad conducts of companies or to reward good behaviors. This study aims at identifying if Corporate Social Responsibility (CSR) affects the purchase intention of female consumers in the Portuguese apparel retail industry and which/how of its dimensions impacts it the most. In addition, this research aims to understand if the increasing concern about the environment and society overlaps a critical factor in our country which is price considering the low average income in Portugal. In the context of an explanatory research, it was, firstly, performed an analysis of previous literature about the topic and secondly it was developed a questionnaire based on the model of Tian et al. (2011) which divides CSR into three dimensions: Perception, Awareness and Trust. The conclusions of this study reveal that women in Portugal see their purchase intention be affected by Corporate Social Responsibility initiatives originated by the brand from which they most purchased. Additionally, this study shows that purchase intention is substantially more affected by the fact that female Portuguese consumers are aware of CSR policies even if it is also influenced by perception and trust in the initiatives presented by the apparel retail companies in Portugal.