Sustainability and Social Responsibility

Generational Perspectives on CSR and Corporate Hypocrisy in the Fashion Industry: Decoding Employee Perceptions

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Abstract

CSR has become an important issue in the fashion industrybecause of the effects on reputation, value alignment, and investment (Young,2018). This study was conducted to explore the differences between GenerationZ, Millennial, and Generation X employees concerning their perceptions of andfeelings towards their employer’s Corporate Social Responsibility efforts andpotential resulting perceptions of corporate hypocrisy. Employee perceptionsand feelings are significant as they relate to social identity needs,engagement and the costs connected to turnover (Zhou et al., 2018; Goswami,2022). Utilizing The Moral Responsibility of Corporate Sustainability Theory andthe Social Identity Theory, this study found differences between theinterviewed Generation Z, Millennial, and Generation X employees such as howthey perceived corporate social responsibility (as a perfect or imperfect duty),what they view as important related to CSR, and whether their perceptionsimpact their feelings and attitudes toward their employer. 

Keywords: : Corporate Social Responsibility, Corporate Hypocrisy, Employee Perception, Generation Z, Millennial, Generation X

How to Cite:

Downs, A. R. & Zhao, L., (2024) “Generational Perspectives on CSR and Corporate Hypocrisy in the Fashion Industry: Decoding Employee Perceptions”, International Textile and Apparel Association Annual Conference Proceedings 80(1). doi: https://doi.org/10.31274/itaa.17328