패션기업의 CSR 활동 유형에 대한 소비자의 인지적 적합성이 소비자 행동에 미치는 영향

Fashion companies make use of diverse strategies to have a competitive edge as there is a growing fierce competition. According to earlier studies, consumers prefer the products and services of companies that direct their energy into CSR activities if there's little disparity in quality of products and services among the companies. The way consumers look at the CSR activities of businesses is very important for the companies since it is linked to their evaluation and image of the companies and indulgencies on their word-of-mouth, purchase and loyalty. It's not quite advisable for fashion companies to make an investment in CSR activities without any specific plans or conviction of the effectiveness of the activities. Actually, lots of domestic companies fail to success their CSR activities, despite of their hard efforts. This study was to examine the appropriateness of corporate CSR activities, the attitude of customers to companies and their intention of recommendation and purchase in detail, and to provide some information on strategy setting for the CSR activities of fashion businesses.