Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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When Fashion Brand Reveals a Secrete -A Fashion Brand's CSR Information Transparency and Consumer Evaluation-

패션 브랜드가 비밀을 밝힐 때 -패션 브랜드의 CSR 정보 투명성과 소비자 평가-

  • Kim, Songmee (Dept. of Textiles, Merchandising, and Fashion Design, Seoul National University) ;
  • Park, Sunyang (Dept. of Textiles, Merchandising, and Fashion Design, Seoul National University) ;
  • Kim, Hayoun (Dept. of Textiles, Merchandising, and Fashion Design, Seoul National University)
  • Received : 2019.08.21
  • Accepted : 2020.01.28
  • Published : 2020.06.30
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Abstract

Corporate social responsibility is a consistently discussed theme in many industries. Most corporations engage in CSR activities and now inform consumers in detail on what they have been doing for society. It has become a critical tool of consumer communication; however, little is known regarding the role of information transparency in the context of the fashion industry. This study discusses information transparency of fashion corporations which means revealing information regarding cost and garment making processes. The research proved that the higher consumers perceive a fashion brand's CSR performance (CSP), the more they think the provided CSR information is substantial; consequently, there is a favorable evaluation of the brand. The result provides insight regarding the relationship between CSP perception, perceived information substantiality, and brand evaluation. There was a significant partial mediation effect of perceived information substantiality. Moreover, the moderated mediation effect of information transparency appeared significant on the impact of CSP perception for brand evaluation via CSR information substantiality. The process model 7 was used as an analytical tool. The results of this study implies the importance of information transparency in the fashion industry context in the digital era.

Keywords

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