Understanding consumers’ prioritization of corporate social responsibility initiatives within the global marketplace is a crucial concern for marketers. Focusing on the ethical fashion industry, which supports artisans and utilizes environmentally sustainable resources within its supply chain, the study uncovers that consumers possessing a global (local) identity exhibit more favorable responses to global (local) CSR initiatives, and the matching effect is amplified when presented with high (low) construal level messages.

• Yuhosua Ryoo(University of Minnesota Duluth, USA)
• Kacy Kim(Bryant University, USA)
• Fareeha Wan(Southern Illinois University, USA)
• Sukki Yoon(Bryant University, USA)