CORPORATE SOCIAL RESPONSIBILITY AND BRAND IMAGE’S INFLUENCE ON PURCHASE INTENTION OF FASHION CONSUMERS IN MALAYSIA
Aspirations toward a more emblematic way of life and the inventiveness of architects and designers fuel one of the world's major industries: fashion. By relying on mass manufacturing as well as a low-cost structure to drive consumer demand, it exhausts the planet's natural resources. The popularity of fashion as a consumer good has skyrocketed in current and past years. The advent of the "Fast-Fashion Model" has spurred a flurry of innovation in the garment market, with many well-known businesses regularly releasing new styles designed to appeal to a wide range of consumers. In contrast, adopting the "Fast-Fashion Model" has negative effects on both the community and the natural world. In addition, the concept of "ethical consumption" is becoming increasingly popular among fashionistas around the world. Therefore, brand image and CSR are utilized to positively affect purchase intent in order to mitigate negative impacts and attract ethically conscious consumers. To that end, researchers in Malaysia set out to determine how CSR and brand image influence customers' propensity to buy fashion items. This research was also done with the purpose of making suggestions for how clothing companies in Malaysia may leverage CSR & Brand Image can positively affect the purchasing intention of fashion customers in Malaysia. A quantitative method was used to compile these findings. This study's primary data came from an online questionnaire that was made specifically to investigate the variables of interest. An overwhelming majority of Klang Valley, Malaysian consumers were polled, with 166 replies. Convenience sampling, we employed a technique of A Google form's worth of data was exported to an Excel spreadsheet and analyzed using Smart PLS. Scholars, industry professionals, and policymakers can all benefit from this study's findings because they shed light on the inner workings and repercussions of both domestic and international fashion companies by summarizing the most important studies on the subject and drawing attention to emerging trends and knowledge gaps.
Corporate Social Responsibility, Economic Responsibility, Brand Image and Purchase Intention.