Corporate Social Responsibility (CSR), Consumer behaviours, Purchase intention, Customer satisfaction, Brand trust, Competitive advantage, Fashion industry, UK

As consumers become more aware of their purchasing decisions' social and environmental impacts, fashion businesses in the UK increasingly turn to corporate social responsibility (CSR) strategies to gain a competitive advantage. However, there is a dearth of research on which CSR areas are most attractive to UK fashion customers and how these practices influence their buying decisions. This paper addresses this gap by examining the influence of CSR on consumer purchase intention in the UK fashion industry. Using a positivist lens, the study employs a quantitative method to investigate the leading CSR dimensions that affect purchase decisions and assess the strength of these effects. A deductive approach is used to test established hypotheses based on data collected from a sample of UK fashion consumers.

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