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Communication of CSR Practices and Apparel Industry in India—Perspectives of Companies and Consumers

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Fashion Marketing in Emerging Economies Volume I

Part of the book series: Palgrave Studies of Marketing in Emerging Economies ((PSMEE))

Abstract

The fashion and apparel industry in India undeniably presents employment opportunities for many and adds to the national economy. Yet, the challenges presented by the fashion and apparel industry in India outweigh the benefits. Therefore, the overarching aim of this book chapter is to explore the communication of corporate social responsibility (CSR) practices followed by apparel companies and also to draw upon the consumers’ perceptions towards sustainable apparel purchase and use. Website analysis (n = 15) and content analysis of apparel companies revealed the emphasis placed on the communication of social and environmental dimensions of CSR to various stakeholders. Online consumer reviews (n = 250) and netnographic analysis outlined the variability in the development of consumer orientations, sentiments and intentions. The study presents important theoretical, methodological, practical, social and societal implications to apparel companies in publicising their CSR practices meaningfully.

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Authors and Affiliations

  1. University of New England, Armidale, NSW, Australia

    Sujana Adapa

  2. UNE Business School, University of New England, Armidale, Australia

    Subba Reddy Yarram

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  1. Sujana Adapa
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Correspondence to Sujana Adapa .

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Editors and Affiliations

  1. Fashion Education Group, London, UK

    Frederica Brooksworth

  2. Greenwich Business School, University of Greenwich, London, UK

    Emmanuel Mogaji

  3. University of Hertfordshire, Hatfield, UK

    Genevieve Bosah

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Adapa, S., Yarram, S.R. (2023). Communication of CSR Practices and Apparel Industry in India—Perspectives of Companies and Consumers. In: Brooksworth, F., Mogaji, E., Bosah, G. (eds) Fashion Marketing in Emerging Economies Volume I. Palgrave Studies of Marketing in Emerging Economies. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-031-07326-7_6

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