This study represents the first attempt to investigate how consumers expect sport management to respond to sport celebrity transgressions, while still protecting their corporate social responsibility. Consumer responses were resourced from online forum sites and the investigation noted that consumers expect sport management to respond to sport celebrity transgressions in several ways. Findings indicated that consumers noted specific sport celebrity transgression responses: 1) suspension; 2) apology; 3) fine; and 3) develop educational programmes for sport celebrities. Additionally, consumers indicated that these response strategies should be consistent and uniform through all types of sport.

Introduction In the last decade, the concepts of responsible or sustainable luxury (Vigneron & Johnson 2004; Bendell & Kleanthous, 2007; Kapferer, 2010; Janssen, Vanhamme, Lindgreen & Lefebvre, 2014) and digital or online luxury (Kim & Ko, 2010; 2012; Okonkwo, 2005; 2009; 2010; Mosca, Civera & Casalegno, 2018) have started receiving considerable attention, as separate areas of study. Scholarship shows that communicating CSR is more and more of a strategic decision (Sen & Bhattacharya, 2001) that needs to balance promises and performances of social instances (de Ven, 2008; Pomering & Donilcar, 2009; Hur, Kim & Woo, 2014;) and to impact on the audience positively through content, placement and motives of CSR messages (Jahdi & Acikdilli, 2009; Du, Bhattacharya, & Sen, 2010). Furthermore, with the explosion of digital contents and use, communicating CSR is even more challenging and firms increase their exposure to judgments of their real conduct (Christodoulides, Jevons & Blackshaw, 2011). Luxury players make an interesting case of investigation for the digital CSR communication, as they are peculiar both in the use of the online and in the implementation and communication of CSR (Vigneron & Johnson 2004; Bendell & Kleanthous, 2007; Kapferer and Bastien, 2009; Janssen et al., 2014). Despite some exploratory researches underline that luxury consumers are not so likely to see consistency between luxury and CSR (Davies et al., 2012) and yet, the communication of those activities can turn their perception negatively (Torelli et al., 2012), latest findings from empirical studies on luxury consumers show a growing interest in the communication of sustainability on the online (Janssen et al., 2014). However, few studies consider how consumers react and modify their perception in regard to CSR messages spread online, within luxury markets. This research has twofold aims. Firstly, it investigates the state of the art of leading international luxury players‟ CSR digital communication through the application of a theoretical framework developed by the authors for qualitative analysis of digital CSR communication contents, placement and purpose. Secondly, it explores luxury consumers‟ perception over specific digital CSR communications in order to verify whether and if there is consistency between CSR digital communication and consumers‟ reactions within luxury markets as well as underline emerging peculiarities in the way CSR is – and is expected to be – communicated online by luxury players. Theoretical development Creating experiences on the online became the imperative for luxury players (Okonkwo, 2010). This need is strengthened by luxury consumers, who are more willing to take part in the process of sharing brands‟ values through the online platforms, in a challenging multi-channel logic (Rifkin, 2000; Mosca et al., 2013). Luxury players seem to strive more than others to modify and integrate their products offer and communication on the online, because they have to adapt to a “pop” culture without losing their unique character and exclusivity (Aiello & Donvito, 2005) that can be, as some scholars suggest, identified with certain characteristics of sustainability and social responsibility (Janssen et al., 2014). The main contribution of this study is to allow a convergence between “responsible luxury” and “online luxury” by advancing the theoretical understanding of digital CSR communication within luxury markets, in terms of peculiarities, customers‟ perceptions and effectiveness. Research Design The study makes use of a theoretical framework for qualitative evaluation of web CSR communication previously developed by the authors, that is, in the context of the present research, enriched to include a qualitative investigation of all digital CSR messages (including web and social media). Firstly, the study applies the framework to 100 International luxury brands (representative of the principal luxury fashion-related personal products categories) selected from luxury reports by Deloitte, Reputation Institute and Interbrand in order to qualitative evaluate contents, placement and purposes of digital CSR messages. The qualitative evaluation is developed by the authors through the identification of KPIs reflecting the themes emerged in the framework, analysis of their frequency and Chi square test. Secondly, the study involves 400 luxury consumers within mature markets, who are tested around their perception of digital CSR communication of luxury players. The investigation over their reactions and perception of digital CSR messages is conducted through an online questionnaire and several focus groups. Statistical regression model, t-stat and comparison among the responses provided by consumers through the survey are conducted to analyse responses and match the data. Results and Conclusion Results show the that majority of the investigated players are extensively considering CSR as a core digital strategy, pointing out the growing communication of luxury goods that increased sustainability and social responsibility throughout the whole supply chain. The investigation on customers‟ perception outlines some discrepancies between players‟ communication and customers‟ reactions, showing several cases of misjudgements. On the one hand, some players fails in achieving customers‟ expectations and the actual raking of their digital CSR communication does not match the level of given perception. On the other hand, some digital CSR communications succeeds in creating positive overreactions, despite having previously evaluated as the minimum requirement as for CSR implementation and communication. Accordingly, some suggestions to managers are developed, not just around the three considered attributes of digital CSR communication (content, placement and purposes) but also around the context of buying behaviours linked to the core business and the brand values, which can be, somehow, strongly associated with sustainability and social responsibility. In particular, it emerges that luxury digital CSR communication is expected to be an integrated strategy between online and offline channels, focused upon facts, numbers, performances and results of CSR that should show high coherency with the luxury core business.

Do Corporate Social Responsibility (CSR) activities really influence firm value, and if so, what is the mechanism that is at work? In this study, we especially focused on publicizing CSR (PCSR) and tried to examine the effect of PCSR on firm value. We merged the data from different archival sources and obtained balanced panel data consisting of 385 firmyear observation across 77 firms for 5 years. The data contained several variables such as Publicizing CSR, WOM, Tobin's q, Advertising intensity, Contribution to sales ratio, ROE, Sales increase, Asset, GDP, and other financial indicators. This study provides several implications for marketing theory and practice. First, it simultaneously reveals the preceding and following factors of word of mouth. Second, our evidence suggests that marketing managers could obtain benefits if they concentrate not only on finding good CSR activities but also on publicizing them well, and that PCSR could be a great help for companies that want to improve the public awareness and interest. The purpose of this study is to clarify the relationship between publicizing CSR (PCSR) and firm value, and the mechanism by which the influence is conveyed. Our findings are as below. First, the higher the PCSR, the greater the firm value even though the ratio of contribution to sales is added. Because the contribution is known as a representative proxy for corporate socially responsible investment, this result implies that PCSR is significant even though the effect of CSR itself is controlled. Second, WOM mediates the relationship between PCSR and firm value. This suggests that publicizing CSR could attract people's attention and then contribute positively to firm value. Finally, this study found that the effects of PCSR on firm value are mediated through positive WOM in the context of controlling negative WOM. This result implies that PCSR increases the amount of positive WOM, rather than negative WOM, which helps improve corporate value.

We investigate the effect of individuals’ thinking style on their evaluation of a company that engages in a corporate social responsibility (CSR) initiative with varying degrees of a company-cause fit. A substantial body of research suggests that consumers’ evaluation of CSR depend on the degree of a fit between a company and a social cause that the company aims to support. Although a high fit CSR initiative has been associated with more favorable consumer evaluation than a low fit CSR initiative, we suggest that this is true only for analytic thinkers. In two experimental studies, we show that analytic thinkers tend to react more sensitively to the degree of CSR fit than do holistic thinkers. Specifically, analytic thinkers perceive a high fit CSR to be more public serving than a low fit CSR, leading to more favorable reactions to it. Holistic thinkers tend to believe both high and low fit CSR initiatives to be equally public serving, leading to favorable reactions to both. In addition, compared to analytic thinkers, holistic thinkers tend to perceive a low fit CSR initiative to be more public serving and subsequently exhibit more positive reactions to it. Our work contributes to the CSR literature by adding individuals’ thinking styles as a determinant of their sensitivity to the degree of a company-cause fit. We also demonstrate the perception of public serving CSR motive is the underlying process of the hypothesized effect. Thus, our findings shed new light on the role of fit, showing that depending on thinking style, having a high fit initiative may not be as critical as previously thought. Instead, a low fit CSR initiative can generate consumers’ positive reactions.

본 연구에서는 미국기업의 환경관련 CSR 공시가 해당 주식시장 성과에 미치는 장기효과를 분석 하였다. Flammer (2013) 연구의 환경관련 공시 리스트를 적용하여, 1950년 1월부터 2012년 12월까지 미국 55개 산업군에 속한 14,662개 현존기업의 월별 주식수익률 자료를 통합한 패널데 이터를 생성하였다. 본 연구의 실증분석은 환경관련 기업공시자료의 DID분석과 Four-factor CAMP 분석을 통해 수행하였다. 실증분석 결과, 베타추정이 보다 유의하였으며, 모멘텀 요인들 역 시 높은 유의수준을 보였으나, 부정적인 영향을 미치는 것으로 나타났다. 이와는 달리, 개별기업의 환경공시에 대한 DID 분석은 유의하지 않았으며, 표본선택과도 일치하지 않았다. 본 연구결과는 기업의 환경관련 CSR 공시가 단기적으로 초과수익률을 변화시킬 수 있음을 입증하였으나, 균형상 태로 회귀하려는 수익률 모멘텀을 극복하고 투자자의 장기적인 인식을 변화시키는 것은 역부족임 을 설명하고 있다.

본 연구는 사회정체성이론, 유사성-호감이론, 신호이론 등에 근거하여 한국에서 경영활동을 수행하고 있는 다 국적기업 자회사 현지 직원의 자민족중심주의와 문화적 갈등이 현지 직원의 긍정심리자본에 부(-)의 영향을 미칠 것이라고 주장하였다. 또한 다국적기업 자회사의 사회책임활동이 ‘자민족중심주의와 긍정심리자본 간의 관계’와 ‘문화적 갈등과 긍정심리자본 간의 관계’를 부(-)의 방향으로 조절할 것이라고 주장하였다. 9개국 출신, 23개 다 국적기업 자회사에 근무 중인 281명의 현지(한국인) 직원들을 대상으로 설문조사를 통해 획득한 자료를 활용하 여 위계적 회귀분석을 통해 이상의 주장을 실증적으로 검증하였다.

Introduction Corporate social responsibility (CSR) has become a necessary tool for firms to develop competitive advantage (Duarte, 2010) as CRS is increasingly valued and demanded by stakeholders (consumers, investors, employees, etc) who see it as representing the civic behaviour of the companies (Prior, Surroca, & Tribo, 2008)..This study looks at the relationship between CSR and customer retention (CR) to answer the question: how does CSR influence CR? The study tries to answer the question by exploring the relationship between CSR and CR toward developing a process model to show how CSR leads to CR, using path diagrams and structural equation modeling. Data was collected through a questionnaire that drew from established measurement instruments, supplemented by primary research. Senior executives of three telecom firms in Ghana were sampled for in-depth interviews towards building a pool of relevant items for questionnaire development. Data from 681 completed questionnaire responses were subjected to structural equation modelling (SEM) to estimate the relationships among relevant constructs and variables. Findings/Conclusions The findings showed a direct relationship between CSR and customer retention as well as an indirect relationship between CSR and customer retention through corporate image (CI), perceived service quality (PSQ) and customer perceived value (CPV). The estimates for Goodness-of-fit indices of the CFA show that; GFI=0.934, AGFI=0.912, CFI=0.957, and RMSEA=0.055, indicating a good fit. The standardised estimates for Goodness-of-fit indices of the SEM show that; GFI=0.933, AGFI=0.912, CFI=0.955, and RMSEA=0.055, indicating a model of good fit. The study challenges theoretical notions with respect to the nature of influence that CSR brings to bear on corporate performance and invites further theoretical inquiry into how CSR inform corporate performance. The study provides the basis for further empirical research work in the area of examining the nature and relative importance of CSR criteria that customers consider in evaluating their perception of companies and behavioural intentions. It also serves as bases to stimulate research using data from different geographical settings to give avenue for the generalisation of the model to extend the CSR and CR theories. The study also furnishes managers with the knowledge that CSR is very necessary for customer retention strategies but it is not a means to an end on its own. It therefore suggests the various components in the process should not be underestimated as it has shown that CSR by itself does not lead to corporate performance in terms of customer retention. Firms may therefore want to improve on the intermediary components to increase corporate performance in terms of customer retention.

This research aims to look at the contradictory effects of corporate social responsibility as conducted by luxury brands. On the one hand, corporate social responsibility (CSR) is known to product positive effects on brands such as the transfer of goodwill and image but on the other hand because of the purported impact of disfluency, previous research has argued that the emphasis on self enhancement runs counter to the more social agenda of CSR. In this study we examine of power and how that can mediate when positive and negative impact of CSR when such campaigns are implemented by luxury brands.

본 연구는 서울지역에 위치한 대학생들을 대상으로 식품기업의 위기상황에서 기업의 사회적 책임활동에 대한 소비자의 인지가 기업이미지 및 재구매 의도에 미치는 영향을 알아보기 위하여 수행되었다. 식품기업 N사를 분석사례로 선정하고 실제사건을 인용한 설문지를 사용하여 대학생 235명을 대상으로 기업의 사회적 책임활동을 인지하기 전과 후의 기업이미지와 재구매 의도에 대한 변화를 측정하고 통계분석을 실시하였다. 사회적 책임활동에 대해 인지하기 전과 후의 기업이미지를 측정한 8문항과 재구매 의도를 측정한 5문항에 대한 대응표본 T검증을 실시한 결과, 기업이미지에 관한 8문항 모두 유의수준이 0.05보다 작게 나타나 통계적으로 유의함을 확인하였다. 이로써 기업의 사회적 책임활동에 대한 소비자의 인지가 식품기업의 위기상황에서 기업이미지를 긍정적으로 변화시킬수 있다는 결론을 채택하였다. 같은 방법으로 재구매 의도에 관한 변화를 측정하고 분석한 결과, 제품의 만족과관련된 문항을 제외하고는 모두 유의수준이 0.05보다 작게 나타나 통계적으로 유의함을 확인하였다. 따라서, 본 연구는 향후 식품안전사고의 발생, 즉 식품기업의 위기상황에서 소비자들에게 기업이 실시하고 있는 사회적 책임활동을 인지시키는 것이 기업이미지와 재구매 의도를 긍정적으로 변화시키는데 기여할 수 있다는 주장의 기초자료로 활용될 수 있을 것이며, 앞으로도 기업의 사회적 책임활동이 기업의 위기상황에 어떠한 영향을 미치는지에 대한 다양한 측면에서의 연구가 필요하다고 사료된다.

The social responsibility of fashion companies has become a crucial factor considering company image and awareness. Businesses have thus increased their CSR activities. However, few studies have shown clear and consistent results regarding the effectiveness of CSR activities. Therefore, this study focuses on the evaluation of the direct effect of CSR on trust and corporate reputation including its moderation by consumer's perceived fit and motivation. A total of 284 completed questionnaires were obtained from adult consumers in the fashion market with promotional leaflets for CSR activities as stimuli. The results were as follows. First, the dimensions for CSR activities were categorized as follows: Social welfare responsibility, environment protection, economic responsibility, social regulation compliance, customer protection, and culture and arts support. Further social regulation compliance, and economic and social welfare responsibilities positively affected corporate trust and reputation. Second, the main effect of perceived CSR activities and fit on corporate trust and reputation was significant, and the interaction effects of the social welfare, environment protection, and culture and arts support of CSR activities and fit were significant. Finally, the interaction effect of perceived CSR activities and motivation on corporate trust and reputation was not significant, but the main effect was significant. Implications of how to manage and enhance the effectiveness of CSR activities are offered.

Three learning modules on corporate social responsibility (Systems Processes Learning Module, Codes of Conduct Auditing Terminology, and Factory Audit Simulation) were developed and assessed in an upper division course in global fashion sourcing. Three forms of assessment resulted in revisions to the learning modules to meet the learning objectives.

이 연구의 목적은 인터넷 포털 기업의 사회적 책임 영역에 대한 공중 평가가 해당 포털 사이트의 신뢰도, 선호도 및 충성도에 어떤 영향을 미치는지 살펴보는 것이다. 구체적으로 우리나라 상위 포털 기업인 <네이버>, <다음>, <네이트>가 수행하는 CSR에 대한 영역별 공중 평가가 해당 사이트의 신뢰도, 선호도, 및 충성도에 미치는 영향을 파악하고, 더불어 각 포털 사이트 신뢰도와 선호도가 해당 포털 사이트 충성도에 어떤 영향을 미치는지 검증하는 것이다. 이를 위해 대학생 258명을 설문조사하였다. 연구결과, 인터넷 포털 기업 CSR에 대한 영역별 공중 평가는 해당 사이트의 신뢰도, 선호도, 및 충성도에 유의미한 영향을 나타냈다. 특히, 인터넷 포털 기업의 CSR 영역별 평가 가운데, “법적 책임”과 “윤리적 책임” 영역 평가는 공통적으로 연구대상 포털 사이트 신뢰도에 유의미한 영향을 미치는 변인이었다. “경제적 책임” 영역 평가의 경우, 세 포털 사이트 선호도에 공통적으로 유의미한 영향을 나타냈다. 각 인터넷 포털 기업별로 <네이버>의 경우, 포털 사이트 신뢰도와 선호도 모두 포털 사이트 충성도에 유의미한 영향을 미친 반면에, <다음>과 <네이트>는 포털 사이트 선호도만이 포털 사이트 충성도에 영향을 미치는 것으로 나타났다.

이 연구의 목적은 인터넷 포털 기업의 사회적 책임 영역에 대한 공중 평가가 해당 포털 사이트의 신뢰도, 선호도 및 충성도에 어떤 영향을 미치는지 살펴보는 것이다. 구체적으로 우리나라 상위 포털 기업인 <네이버>, <다음>, <네이트>가 수행하는 CSR에 대한 영역별 공중 평가가 해당 사이트의 신뢰도, 선호도, 및 충성도에 미치는 영향을 파악하고, 더불어 각 포털 사이트 신뢰도와 선호도가 해당 포털 사이트 충성도에 어떤 영향을 미치는지 검증하는 것이다. 이를 위해 대학생 258명을 설문조사하였다. 연구결과, 인터넷 포털 기업 CSR에 대한 영역별 공중 평가는 해당 사이트의 신뢰도, 선호도, 및 충성도에 유의미한 영향을 나타냈다. 특히, 인터넷 포털 기업의 CSR 영역별 평가 가운데, “법적 책임”과 “윤리적 책임” 영역 평가는 공통적으로 연구대상 포털 사이트 신뢰도에 유의미한 영향을 미치는 변인이었다. “경제적 책임” 영역 평가의 경우, 세 포털 사이트 선호도에 공통적으로 유의미한 영향을 나타냈다. 각 인터넷 포털 기업별로 <네이버>의 경우, 포털 사이트 신뢰도와 선호도 모두 포털 사이트 충성도에 유의미한 영향을 미친 반면에, <다음>과 <네이트>는 포털 사이트 선호도만이 포털 사이트 충성도에 영향을 미치는 것으로 나타났다.

This study investigated the effects that corporate social responsibility (CSR) had on the credibility and image of a food corporation by analyzing the purchasing intention and food purchases of consumers. This analysis was undertaken in an attempt to establish a marketing strategy that meets consumer demands, and the results showed that all CSR activities undertaken by the food corporation had a positive effect on the reliability and image of the corporation and on consumers' purchase intention. The results indicate that the ethical aspect of the CSR activities had the greatest effect while their charitable aspect had the least effect on the reliability and purchase intention of the customers regarding the food corporation. Thus, it appears that establishing of suitable ethical doctrines and guidelines for corporate management by food corporation is effective in emphasizing the ethical aspects of their policies through transparent management by means of fair trade.

본 연구는 사회정체성이론과 신호이론 등에 기반을 두어 한국 진출 다국적기업 자회사의 사회책임활동이 자회사 현지 직원들의 조직동일시와 조직시민행동에 미치는 영향을 살펴보았다. 구체적으로 다국적기업 자회사의 사회책임활동은 다국적기업 자회사의 조직시민행동에 정(+)의 영향을 미칠 것이라고 주장 하였다. 또한 다국적기업의 본사가 위치한 국가와 한국 간의 문화적 거리가 멀수록, 그리고 본사 지분율이 높을수록 사회책임활동과 조직동일시 간의 관계가 강하게 나타날 것이라고 주장하였다. 뿐만 아니라 자회사 현지 직원들의 조직동일시는 조직시민행동에 정(+)의 영향을 미칠 것이라고 주장하였다. 24개국 출신, 75개 한국 내 다국적기업 자회사에 근무 중인 505명의 한국 직원들을 대상으로 설문조사를 통해 획득한 자료를 활용하여 위계적 회귀분석을 실시하여 이상의 주장을 실증적으로 검증하였다.

The main aim of this study is to propose a conceptual model for marketers’ contributions to Corporate Social Responsibility (CSR) programs. Thus, this study could possibly reveal synergies between Marketing and Corporate Social Responsibility Programs (CSR). Customers have expectations that firms need to carry out CSR activities and hence customers have various responses towards companies’ CSR actions. This implies that marketers’ contributions seem necessary in the development and implementation of CSR programs. This research provides a conceptual model to examine possible synergies between marketing and CSR. Based on the resource based theory of firms, it can be argued that marketers need to contribute to CSR initiatives. From the perspective of return on investments on CSR activities, CSR programs can be viewed as being philanthropic or strategic in nature. Customers tend to respond to both of these CSR types. Hence we propose that contribution of marketers seems important to both kinds of CSR, which in turn would increase customer satisfaction about CSR programs. Consequently, companies’ performance can be enhanced. A mix method is proposed for this study. It is envisaged that in near future, this conceptual model would be empirically tested by collecting data from customers and marketing managers of the Sri Lankan financial institutions. This research concludes with practical implications.

Consumers are increasingly willing to consider ethical aspects in their buying decisions, while organizations strategically respond to consumer needs in this respect by focusing on their ethical reputation in their branding strategies (Singh et al., 2012). Moreover, brands are increasingly switching to natural ingredients in their products or adding an organic option to their current product line (Johri & Sahasakmontri, 1998; Prothero & McDonagh, 1992; Todd, 2004). Although the majority of the growth of green and ethical products is found within the organic food (Organic Monitor, 2011; Willer & Kilcher, 2010) and fair trade products (FLO, 2011) categories, there also seems to be constant growth in the demand for organic personal care products (PCPs) (Smitson, 2006). In contrast, scientific research on organic Personal Care Products (PCPs) seems to be scarce (Kim & Chung, 2011). The current study investigates the effect of brand associations on consumer perceptions considering organic PCPs. More specifically, we focus on the role of corporate ability (CA) versus corporate social responsibility (CSR) associations in brand equity (Yoo et al., 2000) and brand trust (Chaudhuri & Holbrook, 2001) perceptions. To test the effects of CA and CSR associations on consumer brand equity and trust, we first conducted a pretest, in which we included brands with the highest market share in the Dutch PCP market (Nielsen Market Analytics, April 2013). Based on the results of the pretest the following brands were selected for the main study: L’Oréal, Rituals and Palmolive. For the main experiment respondents were randomly assigned to one of the three conditions in a between-subjects design: L’Oréal (N=42), Palmolive (N=42) and Rituals (N=37). Based on the results of the experiment we can draw the following conclusions. Brands may be associated with both CA and CSR characteristics. Even though possible benefits induced by introducing an organic PCP are higher for brands that are currently associated with CSR, other brands may benefit still from introducing an organic PCP, as the effects of CSR associations and an organic product launch merely seem to be complementary. When a brand considers the introduction of a green variant of its current PCP line, the brand does not seem to need a specific “green” reputation or image. More important, the producing company behind the brand should communicate its innovative characteristics as a market leader as well as a sense of responsibility toward the environment and society. Combining CA with CSR characteristics seems to be the most profitable strategy for attracting more consumers than one’s competitors. Although one should constantly aim to remain competitive in the market, the overall effects of sustainable initiatives will be much lower for brands with a weaker reputation in general than for brands that already induce multiple positive associations. In sum, an organization that decides to introduce a new organic product should be aware of the strong positive associations of their current brands on a variety of product characteristics. In the end, investing in improving multiple positive associations instead of focusing on either CSR or CA will be the most profitable strategy.

사회적 책임 활동(CSR) 은 기업의 중요한 부분이 되었기 때문에 많은 기업들이 사회적 그리고 환경적인 부분을 향상시키기 위하여 관심을 가져왔다. 많은 한국기업들도 불우이웃돕기, 사회복지, 장학사업, 환경보존 등 다양한 분야에 사회적 책임활동을 해오고 있다. 일부 기업들은 사회적 책임 활동을 통하여 기업의 참된 사회구성원 이미지를 만들기 위하여 참여할 수도 있지만 일부 기업들은 사회적 책임 활동을 통하여 실제로 사회에 도움을 주기 위한 목적도 있을 수

Nowadays, business environment changes with higher consumer demands for corporate social responsibility than before. However, many fashion companies are unaware of such a wave of changing business environment. And they are not so much interested in making any investment or policy for CSR activities. Besides, despite changing environment and consumer demands, there are very few studies dealing with this matter. Thus, this study aimed to find out the proper types of CSR activities for fashion companies. In addition, it also intended to determine potential effects of CSR activities on consumer attitudes and purchase behaviors. The findings are as follows. First, it is found that there are differences in consumers' perceived suitability depending on types of CSR activities of fashion company. Secondly, it is found that the suitability of CSR activities of fashion companies has positive effects on consumer attitudes to fashion companies. Thirdly, the more favorable consumer attitudes to fashion companies owing to their CSR activities are correlated with the higher consumer satisfaction. Fourthly, the more favorable consumer attitudes to fashion companies are also correlated with the higher consumer intention for purchase. Hence, it is required that fashion companies recognize the importance of their CSR activities, and also plan and implement appropriate CSR activities for consumers.