Consumer Perceptions of Socially Responsible Marketing Activities in the Textile Industry – A Croatian Case

Abstract

In the era of globalization, corporate social responsibility (CSR) has become the starting point of business operations for numerous companies, aimed at creating value for all stakeholders while addressing social and environmental challenges. The textile industry, as a major environmental polluter, holds substantial potential for positive change through responsible practices. This paper investigates consumer perceptions of socially responsible marketing in the textile industry in Croatia and its influence on consumer attitudes and preferences. For writing this paper, a combination of primary and secondary data was used; desk research provided the theoretical basis, while quantitative research using a structured questionnaire served to collect primary data. The findings show that consumers increasingly value ethical and sustainable business practices. According to respondents, activities of socially responsible marketing positively impact brand trust and loyalty, shaping consumer behavior. Nevertheless, the research also identifies significant challenges in implementing sustainable practices. However, it can be concluded that socially responsible marketing can serve to create strategic advantages, enhancing competitiveness and consumer satisfaction, while contributing to long-term sustainable development.