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A Responsabilidade Social Corporativa (RSC) é um tema relevante na indústria da moda, tanto para as empresas como para os consumidores. A integração de iniciativas de responsabilidade social e ambiental nas atividades empresariais tem sido uma adversidade na indústria da moda. No contexto da indústria têxtil e da moda, a dinâmica de produção e consumo tornou-se uma ameaça à sustentabilidade, com o fenómeno da "moda rápida" ou "fast fashion" ganhando popularidade. Apesar do interesse público das empresas fast fashion em envolverem-se em práticas sustentáveis, muitas vezes há uma falta de transparência entre o que é prometido e o que é efetivamente feito. Esta investigação visa clarificar a relação entre as empresas fast fashion e as atividades de RSC, através da análise de diversas dimensões: estratégica, ambiental, económica, social interna e social externa. Com o intuito de alcançar este objetivo, realizou-se um estudo de caso sobre as empresas Primark, Shein e H&M. Adicionalmente, investigou-se se a perceção dos consumidores em relação à RSC influencia o seu comportamento de compra, assim como identificar os critérios utilizados pelos consumidores para avaliar a sustentabilidade de artigos de vestuário. Para alcançar este objetivo, realizou-se um inquérito por questionário aos consumidores.
Corporate Social Responsibility (CSR) is a relevant topic for both companies and consumers in the fashion industry. The integration of social and environmental responsibility initiatives in business activities has been a challenge in the fashion industry. Within the context of the textile and fashion industry, the production and consumption dynamics have become a threat to sustainability, with the phenomenon of "fast fashion" gaining popularity. Despite the public interest of fast fashion companies in engaging in sustainable practices, there is often a lack of transparency between what is promised and what is effectively done. The aim of this research is to clarify the relationship between fast fashion companies and CSR activities, through the analysis of various dimensions: strategic, environmental, economic and, internal and external social. In order to achieve this objective, a case study was conducted on Primark, Shein, and H&M companies. Additionally, a questionnaire survey was conducted among consumers to investigate whether their perception of CSR influences their purchasing behavior and identify the criteria used to evaluate the sustainability of clothing items.
Corporate Social Responsibility (CSR) is a relevant topic for both companies and consumers in the fashion industry. The integration of social and environmental responsibility initiatives in business activities has been a challenge in the fashion industry. Within the context of the textile and fashion industry, the production and consumption dynamics have become a threat to sustainability, with the phenomenon of "fast fashion" gaining popularity. Despite the public interest of fast fashion companies in engaging in sustainable practices, there is often a lack of transparency between what is promised and what is effectively done. The aim of this research is to clarify the relationship between fast fashion companies and CSR activities, through the analysis of various dimensions: strategic, environmental, economic and, internal and external social. In order to achieve this objective, a case study was conducted on Primark, Shein, and H&M companies. Additionally, a questionnaire survey was conducted among consumers to investigate whether their perception of CSR influences their purchasing behavior and identify the criteria used to evaluate the sustainability of clothing items.
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Responsabilidade social corporativa Indústria da moda Fast fashion Estratégia Comunicação Primark Shein H&M Consumidor Corporate social responsibility Fashion industry Strategy Communication Consumer