The Effect of Corporate Social Responsibility on Consumer Purchase Intention of Fast Fashion Apparel via Perceived Quality, Trust and Brand Love as Mediators

Abstract

The rapid expansion of the fast-fashion industry in recent years has contributed significantly to global fashion waste. According to Thailand’s National Economic and Social Development Council (NESDC), the fast-fashion trend surged in the second quarter of 2024, intensifying environmental and social challenges. Alarmingly, 40% of Thai consumers reported wearing clothing only once before disposal, thereby exacerbating waste generation and contributing to both water and air pollution. In response to such concerns, the European Parliament has engaged fast-fashion companies in developing stricter environmental standards and drafting legislation to promote eco-friendly production and reduce waste. Against this backdrop, the present study examines the role of corporate social responsibility (CSR) in shaping consumer perceptions and purchase intention in Thailand’s fast-fashion sector. CSR was conceptualized across three dimensions—economic, legal, and ethical—and brand love, perceived quality, and trust were proposed as mediators. Data were collected through an online survey of 400 Thai consumers who had purchased fast fashion within the previous few months and were aware of CSR activities of their chosen brands. Screening questions ensured appropriate sample selection. Structural equation modeling (SEM) was applied to test the hypothesized relationships. The results reveal that CSR significantly influences brand love, perceived quality, and trust. Ethical CSR exerted the strongest effect on perceived quality, while legal CSR had the greatest impact on brand love and trust. Among the mediators, brand love demonstrated the strongest direct effect on purchase intention, followed by ethical CSR, legal CSR, trust, and economic CSR, respectively. Interestingly, perceived quality did not directly influence purchase intention. These findings underscore that CSR, particularly in its ethical and legal dimensions, serves as a critical strategy for fast-fashion firms to foster emotional attachment, build trust, and ultimately enhance sustainable competitiveness in the Thai market.