Corporate Social Responsibility (CSR)’s Perceptions and Trusts on Fashion Companies: A Study of Customers in Indonesia and Thailand

This study examines the Indonesian and Thai consumers’ perceptions and trust on CSR of fashion companies in their respected countries. With a descriptive quantitative approach, a survey is conducted by involving the eight semester students of Bali State Polytechnic and Rajamangala University of Technology Phra Nakhon (RMUTP)’s Business Administration Department. The data is collected through both online and offline survey which is then descriptively and statistically analyzed. The result indicates the significant differences in consumers’ perception and trust across Indonesia and Thailand. Thai consumers show higher ratings for both perceived CSR and trust compared to Indonesian consumers which indicate the importance of considering cultural contexts when planning CSR. Second, there are specific CSR dimensions that particularly relate with consumers in each country. For both, “Respect legal regulations” and “customer honesty” ranked among the highest-rated CSR dimensions, while community engagement (“Help civil society organizations”) received comparatively lower scores. This suggests that fashion companies should prioritize demonstrating regulatory compliance and honest business practices while also strengthening their community involvement initiatves. Third, there is a connection between perceived CSR and consumer trust across both countries; supporting previous theoretical frameworks but demonstrating how these relationships appear differently across countries. While the Thai companies should focus on consumer appreciation for business expertise and legal compliance, the Indonesian should focus on enhancing perceived authenticity in community engagement and promise reliability.