The impact of corporate social responsibility in the fashion industry on Gen Z's brand loyalty in Ho Chi Minh City

Abstract

With an increasing emphasis on ethical and sustainable business practices, this study aims to elucidate the multifaceted connections between CSR initiatives undertaken by fashion corporations and the loyalty exhibited by the discerning Generation Z cohort. Through a comprehensive analysis of consumer perceptions and behaviors, the research seeks to quantify the impact of CSR practices on brand loyalty, unraveling the intricate dynamics that shape the preferences of young consumers in the vibrant market of Ho Chi Minh City. Specifically, the study will focus on the perceptions and behaviors of Generation Z towards CSR efforts within the fashion industry, aiming to provide a comprehensive understanding of how these initiatives affect brand loyalty. In this study, survey questionnaires were distributed to 322 students enrolled in universities in Ho Chi Minh City. Following careful filtering, 310 feasible samples were obtained for analysis. Using PLS-SEM and data processing, revealing the influence of five key factors—Corporate Social Responsibility, Trust, Brand Loyalty, Company-Customer Identification, and Word of Mouth—on the brand loyalty of Generation Z in the Ho Chi Minh City fashion industry.