Business Excellence, Vol. 16 No. 1, 2022.
Preliminary communication
https://doi.org/10.22598/pi-be/2022.16.1.73
SOCIALLY RESPONSIBLE ACTIVITIES AND APPLICATION OF THE CONCEPT OF SUSTAINABILITY IN THE FASHION INDUSTRY
Alica Grilec
orcid.org/0000-0002-9845-6297
; Higher Colleges of Technology, FJW, Fujairah, United Arab Emirates
Irena Pandža Bajs
orcid.org/0000-0002-9191-8719
; Ekonomski fakultet Sveučilišta u Zagrebu, Hrvatska
Martina Ruždjak
orcid.org/0000-0003-3704-7518
; Studentica diplomskog studija Tekstilno-tehnološkog fakulteta Sveučilišta u Zagrebu, Hrvatska
Abstract
Corporate social responsibility is a modern business practice applied by a
growing number of companies both in the world and in Croatia. Good and ethically
acceptable communication with all stakeholders enables the effective implementation of
socially responsible activities. This paper analyzes the socially responsible activities of
Croatian fashion designers, the principles of socially responsible business and the
concept of sustainable fashion. From the analysis of the current situation in the fashion
industry and the impact of the clothing industry on the environment, it follows that there
is a crisis of resources that requires changes in the way of doing business and in the
direction of sustainable fashion. The aim of this paper is to investigate how much socially
responsible activities are involved in the business of Croatian fashion designers and how
Croatian fashion designers apply the concept of sustainability. By applying qualitative
research through interviews, it was realized that Croatian designers attach significant
importance to social responsibility in their business with the greatest focus on
environmental protection. Although most of the fashion designers surveyed are
considered environmentally conscious, they are still not fully informed about all aspects
of the negative impact of raw materials and production on the environment. The problems
highlighted by Croatian designers relate primarily to the lack of public information about
social responsibility and the impact on the environment and society that makes up today's
fashion system.
Keywords
socially responsible business; sustainable fashion; fashion designers; environmental protection.
Hrčak ID:
278862
URI
Publication date:
7.6.2022.
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