THE ROLE OF SOCIALLY RESPONSIBLE BEHAVIOR IN FORMING ATTITUDES TOWARDS A FASHION BRAND

Društvena odgovornost u modnoj industriji sve više dobiva na značaju. Modna industrija i danas se smatra jednim od najvećih zagađivača na svijetu. Zato postoje brojne društveno odgovorne aktivnosti koje poduzeća u većoj (ili manjoj) mjeri provode. Ovaj rad bavi se upravo tim aktivnostima i njihovoj ulozi u oblikovanju stavova potrošača o modnim markama. Cilj rada bio je istražiti stavove potrošača o društvenoj odgovornosti pojedinih modnih marki, stavove potrošača o društvenoj odgovornosti u modnoj industriji te stavove o odabranim modnim markama. Istraživanje provedeno na 146 ispitanika pokazalo je kako se ispitanici smatraju društveno odgovornim osobama. Ispitanici modne marke smatraju društveno odgovornima iako nisu upoznati s načinom poslovanja pojedine modne marke. Također, istraživanjem se pokazalo kako su u oblikovanju stavova ispitanika najznačajnije društveno odgovorne aktivnosti poduzeća redovna isplata plaća zaposlenicima, borba protiv izrabljivanja radnika te borba protiv korištenja djece kao radnika. Provedeno istraživanje je značajno jer pokazuje stavove potrošača i upoznatost samih potrošača s društvenom odgovornošću poduzeća u modnoj industriji.Social responsibility in the fashion industry is gaining importance. The fashion industry is still considered one of the biggest polluters in the world. That is why there are many socially responsible activities that companies carry out to a greater (or lesser) extent. This paper deals with precisely these activities and their role in consumer attitudes formation towards fashion brands. The aim of this paper was to investigate consumer attitudes about social responsibility in the fashion industry, consumer attitudes about social responsibility of individual fashion brands, and attitudes about selected fashion brands. A survey conducted on 146 respondents showed that respondents are considering themselves as socially responsible individuals. Respondents believe fashion brands to be socially responsible, but they are not familiar with the specific activities of a brand. Also, the research showed that the most important socially responsible activities of the company in shaping attitudes about a fashion brand are regular salaries to employees, the fight against the exploitation of workers and the fight against the use of children as workers. The conducted research is significant because it shows the attitudes of consumers and the familiarity of consumers themselves with the social responsibility of companies in the fashion industry