There are a number of ways that can be used by all companies irrespective of there nature of business. encouraging the government to put green tax, innovation on environmentally friendly raw material, increasing the durability of the product. besides, contribution to environmental protection form their profit and increasing customers' environmental conciseness may help the company to avoid such a

quest.

To walk their talk about corporate social responsibility, all companies—not just those in the fashion industry—need to align vision, culture, and image; toward this, they must find out where these props are out of kilter.

• Vision and Culture. Do the companies practice the values they hold up? Do their visions inspire their cultures?
• Image and Vision. Who are the stakeholders? What do they expect? Do the companies effectively convey their visions to the stakeholders?
• Image and Culture. What images do stakeholders associate with the companies? How do employees and stakeholders interact? Do employees fuss about what stakeholders think?

First, misalignment between vision and culture would reveal that the companies pursue strategic directions that their employees do not understand or support (or, worse still, that the visions are too grand to implement). The gap would represent a rift between rhetoric and reality. Second, misalignment between image and vision would reveal discrepancies between the image that stakeholders have of the companies and the vision promoted by the managers of these companies. The gap would imply disregard for stakeholders. Third, misalignment between image and culture would signify confusion among stakeholders as to what the companies stand for. The gap would mean that the companies do not successfully put into effect what they preach.

Dear Sandra,

You may find valuable to read my article available at:

https://www.researchgate.net/publication/251444530_A_New_Marketing_Education_Concept_for_'Integrated_Education_in_Green_Promotion'_Based_on_Mezirow's_Perspective

Olivier Serrat, very interesting! And I totally agree with what you are saying about Image and Vision. Do you believe that the company needs to educate their employees more on CSR and would that help to improve the practise?

George S Spais, thank you for the recommendation, will defiantly take a look!

In the 21st century, it is no longer enough for companies to frame (or claim) voluntary contributions through the lens of traditional corporate social responsibility, sustainability, or corporate philanthropy. Contributing to society cannot be a side activity: indeed, the theory of the business of a company can be enriched by a focus on environmental, social, and governance issues. (In relation to this query, but moving also beyond it, the article hyperlinked below explains how the primacy of relationships in a globalizing world is forcing organizations to reconceptualize corporate branding and reputation management.) The SDG Compass, for one, advises companies on how they can align their strategies as well as measure and manage their contributions to the realization of the Sustainable Development Goals. (Some details of the SDG Compass are at https://www.researchgate.net/post/How_to_measure_the_application_of_Sustainable_Development_Goals-SDG_in_companies.)

Article The Indivisibility of Social Media, Corporate Branding, and ...

Michela Ornati

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Article Understanding Complexity

Michela Ornati

If there is somebody else working or have a lot of knowledge about the subject, please make contact. It would really help to get a broader view on this topic! And would appreciate to hear more opinions and solutions. Thank you!

Sandra, I agree that one way is for companies to Walk their Talk, or they may be perceived as hypocrites. So they should not communicate more than they actually do (consumers nowadays can perceive the gap and punish those firms)

https://www.researchgate.net/publication/228949067_Corporate_Hypocrisy_Overcoming_the_Threat_of_Inconsistent_Corporate_Social_Responsibility_Perceptions

https://www.sciencedirect.com/science/article/pii/S0969698916305938

you can also see some references in our SSRN paper…

https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3169241

There is also a literature that discusses how customers seek to understand the “motive” behind a companies’ CSR action (altruistic vs egoistic). See CSR and Attribution theory papers

Also, the source of communication seems to matter:

https://www.acrwebsite.org/volumes/9155/volumes/v32/NA-32

See also a relevant paper:

https://link.springer.com/article/10.1007/s10551-012-1360-0

Good luck with your research!

You can also use the following paper for your introduction

Skarmeas, D., & Leonidou, C. N. (2013). When consumers doubt, watch out! The role of CSR skepticism. Journal of Business Research, 66(10), 1831-1838.

I am not sure about the underlying premise of the question and some of the responses and would suggest a slightly different angle. Why do we single out Corporates for being socially responsible? Shouldn’t we expect Government to be socially responsible (GSR)? Educational institutions (EISR)? The charity sector (ChSR)? As well as every individual (ISR)? Either CSR is placing an undue burden on one organ of society, or it is a misnomer.

Thank you Giorgos Papagiannakis for your contribution, will take a look at the sources you recommended!

Thank you everyone for your contributions!

As part of my research about transparent CSR communication for the fashion industry, I am looking for participants for a survey about the topic. To participate you do not need to be from the fashion sector, any sector is appropriate. If you are interested, please follow the link: https://forms.gle/FioBPXiyKr9G25H58

Thank you in advance!