Environmental and social aspects of corporate sustainability as perceived by consumers – a case study of clothing brands

Purpose: Competing for a limited number of socially conscious consumers and the appearance of new generations on the market forces a continuous addition of knowledge concerning pro-environmental and pro-social consumer attitudes and behaviour. Therefore, the present study attempts to: - identify the type of actions taken within the framework of sustainable development by selected clothing brands, - assess the pro-environmental and pro-social attitudes of young consumers purchasing clothing, - determine whether environmental and social aspects are a criterion for clothing choice among young consumers. Design/methodology/approach: Two approaches were used in the research. In the first stage of the research, messages posted on the websites of selected clothing brands were analysed. In the second, a quantitative study was conducted among young consumers (n = 218) by indirect online survey measurement, using a survey questionnaire embedded in a Google form. Findings: Young consumers present positive pro-environmental and pro-social attitudes. According to the respondents, the social commitment of companies influences the positive image and popularity of their products. However, almost half of all consumers presented an ambivalent or negative attitude towards paying more for the purchase of goods whose producers are involved in philanthropic and pro-environmental activities. This suggests that, in the view of this segment of respondents, it is the traders who should take financial responsibility for their actions by not raising the prices of the products they sell. Concern for others by purchasing socially committed brands and the environmental friendliness of the product were shown to rank lower in the hierarchy of clothing choice factors. Research limitations: The research was conducted on a narrow subject basis, so the results obtained cannot be generalised to the young consumer segment. The scope of the presented research is also limited. The results of the research should be regarded as a pilot study. Practical implications: The findings are of relevance to managers in charge of sustainability campaigns for clothing brands. They point to the need for further education aimed at shaping altruistic and pro-environmental attitudes. Originality/value: This study highlights that sustainability encompasses a range of activities with different ways of communicating values to consumers.