European Journal of Business Science and Technology 2021, 7(1):109-126 | DOI: 10.11118/ejobsat.2021.005

The Significance of CSR During COVID-19 Pandemic in the Luxury Fashion Industry – A Front-Line Case Study

Eva Daniela Cvik1, Radka MacGregor Pelik�nov�2
1 Czech University of Life Sciences, Prague, Czech Republic
2 Metropolitan University Prague, Czech Republic

COVID-19 has dramatically changed the economic scenery. Despite the austerity measures and�decreasing resources, it might lead to an increase of the significance of Corporate Social Responsibility (CSR) as the key for sustainable growth and prosperity. The luxury fashion industry is�known for its lavish commitment to CSR as expressed by owners and top management. However,�the bottom perception is unclear. A longitudinal front-line case study of the perception of the�significance of CSR by the low management and customers allows for filling in this vacuum�and to comparatively assess the annual evolution from December 2019 to November 2020. The�holistic Meta-Analysis using informal open-interview and mystery shopping techniques and the�investigative questionnaire with the Pearson Chi-squared test reveals a fragmented and only�slightly raised significance of the CSR by the low management and customers. This disappointing�finding has inherent limitations and calls for further studies.

Keywords: corporate social responsibility (CSR), luxury fashion, case study
JEL classification: D01, I31, K20, L21, M14, M53, Q01

Received: December 29, 2020; Revised: April 22, 2021; Accepted: May 20, 2021; Published: August 9, 2021  Show citation

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Cvik, E.D., & MacGregor Pelik�nov�, R. (2021). The Significance of CSR During COVID-19 Pandemic in the Luxury Fashion Industry – A Front-Line Case Study. European Journal of Business Science and Technology,�7(1),�109-126. doi:�10.11118/ejobsat.2021.005
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