European Journal of Business Science and Technology 2021, 7(1):109-126 | DOI: 10.11118/ejobsat.2021.005

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

Eva Daniela Cvik1, Radka MacGregor Pelikánová2
1 Czech University of Life Sciences, Prague, Czech Republic
2 Metropolitan University Prague, Czech Republic

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.

Keywords: corporate social responsibility (CSR), luxury fashion, case study
JEL classification: D01, I31, K20, L21, M14, M53, Q01

Received: December 29, 2020; Revised: April 22, 2021; Accepted: May 20, 2021; Published: August 9, 2021  Show citation

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Cvik, E.D., & MacGregor Pelikánová, R. (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, 7(1), 109-126. doi: 10.11118/ejobsat.2021.005
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