| Abstract |
Purpose - The purpose of this paper is to bring the branding and the strategy of a company closer to the consumer's heart and perception of their social responsibility and the way it affects their buying decision. Methodology/approach - As a research methodology we've have been studied first of all the scientific articles, books and topics about the discussed issue and at the same time we've implemented a questionnaire in order to know the attitude of the consumers regarding social responsibility of Zara apparel. It is basically essential to know whether social responsibility affects clothing purchase decisions, the attitude and behavior of the consumers regarding this issue, so that in the end the results will guide the way towards a proper management model. Findings - The chosen company for the study case is Zara, the well-known Spanish brand, which has a successful business model and it's also yearning to help the sustainable developments of the society and the environments with which it interacts. Actually, this commitment to the environment is a part of the Inditex group corporate social responsibility policy. Research limitations/implications - The typology of management and industry has changed so much in the past centuries, while those who worked in the business field had to find a new perspective in order to survive on the market: the profit was not the main topic of their sustainability and development so they had to overcome this issue and find also a proper implication in the social responsibility. In the fields of fashion industry, it is more than necessary to bring awareness also to consumers on corporate social responsibilities and to build the trust by improving the fashion industry in an eco-friendly manner. Practical implications - The most important issue of a prosper business is the attention towards its consumers, so the present paper is giving a research and a solution to understand their behavior and their expectations regarding Zara brand and the CSR in this company. Originality/value -The present research will contribute in a matter of understanding the link between social responsibility and the management of a company (in our case Zara fashion brand) and the perception of consumers on the matter of social responsibility and how their attitude influences their buying choices. |