Does CSR really influence Millennials' purchase decisions? : A qualitative study on attitudes toward the fast fashion industry

Sammanfattning: Background: The phenomenon of CSR has become an increasingly adopted strategy among companies, as a result of the frequent discussion on climate change. At the same time, consumers have attained further awareness regarding sustainability and how consumption impacts the environment. Further, the fast fashion industry has been highlighted as one of the most harmful and unethical industries that negatively impacts the environment and lives of all. Thus, it is interesting to explore which factors influence consumers’ purchase decisions, and determine whether sustainability and CSR are taken into consideration. Purpose: This thesis aims to explore millennial consumers’ attitudes toward Corporate Social Responsibility (CSR), as well as which factors consumers take into consideration when they are making purchase decisions. Method: In order to meet the research objectives, data has been collected with exploratory and qualitative methods. The research philosophy follows interpretivism, and adopts an abductive approach. Furthermore, 13 semi- structured interviews were conducted, which aim to explore and provide and understanding for consumers’ attitudes and perception. Interview participants were selected based on a purposive sampling method, with two identified criteria. Additionally, a coding system was constructed based on the literature review, which was used to analyse the data collected from the interviews. Conclusion: The results, extracted from the empirical data and analysis, suggest that there are two categories with factors influencing millennial consumers’ purchase decisions. The first category includes product related factors, whereas the other category includes a number of consumer related factors. The empirical results further conclude that the participants generally experience positive attitudes toward sustainability and CSR, while product related factors are more influential in the decision-making process.