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The Significance of CSR During COVID-19 Pandemic in the Luxury Fashion Industry - A Front-Line Case Study

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  • Eva Daniela Cvik

    (Czech University of Life Sciences, Prague, Czech Republic)

  • Radka MacGregor Pelikánová

    (Metropolitan University Prague, Czech Republic)

Abstract

COVID-19 has dramatically changed the economic scenery. Despite the austerity measures and decreasing resources, it might lead to an increase of the significance of Corporate Social Responsibility (CSR) as the key for sustainable growth and prosperity. The luxury fashion industry is known for its lavish commitment to CSR as expressed by owners and top management. However, the bottom perception is unclear. A longitudinal front-line case study of the perception of the significance of CSR by the low management and customers allows for filling in this vacuum and to comparatively assess the annual evolution from December 2019 to November 2020. The holistic Meta-Analysis using informal open-interview and mystery shopping techniques and the investigative questionnaire with the Pearson Chi-squared test reveals a fragmented and only slightly raised significance of the CSR by the low management and customers. This disappointing finding has inherent limitations and calls for further studies.

Suggested Citation

  • Eva Daniela Cvik & Radka MacGregor Pelikánová, 2021. "The Significance of CSR During COVID-19 Pandemic in the Luxury Fashion Industry - A Front-Line Case Study," European Journal of Business Science and Technology, Mendel University in Brno, Faculty of Business and Economics, vol. 7(1), pages 109-126.
    • Handle: RePEc:men:journl:v:7:y:2021:i:1:p:109-126
    DOI: 10.11118/ejobsat.2021.005
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    More about this item

    Keywords

    corporate social responsibility (CSR); luxury fashion; case study;
    All these keywords.

    JEL classification:

    • D01 - Microeconomics - - General - - - Microeconomic Behavior: Underlying Principles
    • I31 - Health, Education, and Welfare - - Welfare, Well-Being, and Poverty - - - General Welfare, Well-Being
    • K20 - Law and Economics - - Regulation and Business Law - - - General
    • L21 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Business Objectives of the Firm
    • M14 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Corporate Culture; Diversity; Social Responsibility
    • M53 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Personnel Economics - - - Training
    • Q01 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - General - - - Sustainable Development

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