The objective of this study is to evaluate the communication of fashion brands’ so-cial responsibility practices and the pervasiveness of the CSR logic in their operations. In contrast to existing speculations, in this paper we empirically support that compa-ny size acts as a switch leading small companies towards no CSR activity (they fly under the radar) and large companies towards a general commitment in CSR activi-ties. Moreover, we propose that the market served (as the combination of business and segment) explains the balance between a pure CSR disclosure (talk) or imple-mentation of CSR strategies and activities (walk).

Flying Under the Radar vs. Walk or Talk: CSR Voluntary Disclosure in the Fashion Industry

marco visentin;mariachiara colucci
2017

Abstract

The objective of this study is to evaluate the communication of fashion brands’ so-cial responsibility practices and the pervasiveness of the CSR logic in their operations. In contrast to existing speculations, in this paper we empirically support that compa-ny size acts as a switch leading small companies towards no CSR activity (they fly under the radar) and large companies towards a general commitment in CSR activi-ties. Moreover, we propose that the market served (as the combination of business and segment) explains the balance between a pure CSR disclosure (talk) or imple-mentation of CSR strategies and activities (walk).
Atti XIV Convegno Annuale della Società Italiana di Marketing "Il Marketing di successo. Imprese, enti e persone"
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Marco, Visentin; Mariachiara, Colucci
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Utilizza questo identificativo per citare o creare un link a questo documento: http://hdl.handle.net/11585/615554
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