HOW DOES CSR (CORPRATE SOCIAL RESPONSIBILITY) AFFECT GENERATION Z’S PURCHASING INTENTIONS IN LUXURY FASHION BRANDS?

This project is the research project about how does CSR affect generation Z's purchasing intention in luxury brand in UK. This research project aims to explore how Corporate Social Responsibility (CSR) impacts Generation Z's purchasing intentions within the luxury fashion market in the UK. Specifically, it investigates the factors influencing Generation Z's purchasing behaviours and decisions, with a particular focus on ethical, social, environmental, and economic considerations. The study seeks to gain insights into the role of CSR practices in shaping Generation Z's perceptions and decision-making processes when it comes to luxury fashion brands. The research employs semi-structured interviews and netnography to reach its conclusions. It finds that Generation Z values and is predominantly influenced by philanthropic and ethical factors. These factors significantly impact their purchasing intentions, making them more likely to buy from brands that prioritise these aspects. Overall, Generation Z considers and is influenced by CSR when making purchasing decisions.