Vem bryr sig? – en studie av Corporate Social Responsibility som konkurrensmedel

Abstract

The competitive situation for businesses has experienced drastical changes as an effect of globalization and changes in consumer demands. Product related competitive advantages are risking to quickly become presumptions for competition. The demand for increased innovation pace, along with the intense price competition, has led to buisnesses trying to find new ways to differentiate themselves and Corporate Social Responsibility has became one way of doing so. The bad working conditions associated with the textile industry have rised a debate about the businesses’ Corporate Social Responsibility. The future is heading towards more and more companies choosing to take their social responsibility, many of those experiencing this to be an advandage in the relation with the consumers. Although, there are no proofs supporting that theory. To be able to answer if the Corporate Social Responsibility adopted by companies actually can contribute with benefits, the following problem formulation was created:  Is it possible to build a strong brandimage through CSR?  Is the interest for ethics important enough among swedish fashion consumers to have an impact on their buying desicion? The purpose of this study is to illustrate how companies in the fashion industry can apply CSR, to enhance their brandimage, and create competitive advantages. The study also aims to examine, in what way, the consumers’ interest in ethics and social issues affect their buying decisions. The study showed that most consumers like to think of themselves as “good people” and therefore find social responsibility and fair working conditions to be of great importance which makes it possible for comapanies to build a strong brandimage with CSR. Although, the liking towards social responsibility showed to be in no way a warranty for companies that consumers will choose their products over those of the competitors’. A strong brandimage, thus, isn’t enough to affect the consumers buying decision though other attributes is of greater importance for the customers. However, there is a small segment that find fair working conditions to be of great importance. The conclusion is that CSR, as a competitive weapon and differentiator, is suitable for a small segment of the market rather than the market as a whole.