The Impact of CSR Practices on the Czech Buying Decision Process within the Luxury Fashion Industry

The fashion industry has faced numerous CSR scandals over recent years. These scandals pointed to the inappropriate behaviour of some fashion chains and brands. This thesis focuses on the situation within the luxury fashion industry. It aims to determine the role of corporate social responsibility in the Czech buying decision process in order to draw implications for brands. Primary research was conducted through quantitative market research by distributing an online questionnaire among Czech respondents (N=253). At first, the thesis deals with corporate social responsibility and the luxury fashion industry (its attitude towards corporate social responsibility, CSR issues, examples of practices that can enhance the current situation, and the impacts of the COVID-19 pandemic). Subsequently, the thesis focuses on consumer behaviour, buying decision process and the influence of CSR on consumers. The third chapter devotes to the practical part (methodology, demographic profile of respondents and findings). Before the conclusion, the discussion is made in a separate chapter. The conclusions suggest that luxury fashion brands should not omit corporate social responsibility. The role of CSR is continuously increasing, and it is not likely that it is just a passing trend. According to the results, Czech respondents have higher CSR expectations from the luxury fashion industry. An indisputable advantage is that luxury fashion brands have favourable preconditions to be compatible with corporate social responsibility.