Gender Influences at the Core of CSR Initiatives and Sustainable Fashion

Women have always fulfilled a central role in fashion and have been the principal focus of those who create apparel. Sustainable Development Goal 5 (SDG 5), which seeks to promote gender equality and empower women, is therefore well-ingrained in the traditional makeup of the clothing and textile industry. Yet, this industry is evolving, and a gender-neutral approach is increasingly advocated. With gender-fluid fashion set to gain more traction in years to come, the future of gender-based marketing and, more specifically, gender differentiation in clothing retailers’ Corporate Social Responsibility (CSR) campaigns is questioned. The debates become even more pronounced in emerging markets where traditional views of gender may still prevail. By definition, CSR entails business-specific initiatives and practices aligned with social, environmental, and economic dimensions based on the Triple Bottom Line (TBL) assumptions. Consumers’ perceptions of CSR and their support for CSR initiatives are critical in pursuing a sustainable clothing and textile industry. Research has shown that gender is an essential determinant of environmental and socially responsible clothing consumption behaviors and, by implication, engagement in clothing retailers’ CSR initiatives. This chapter explores topics surrounding SDG 5 and its intersection with the fashion industry, particularly within emerging markets, gender differentiation, and gender neutrality in apparel consumption, as well as differences in male and female consumers’ perceptions of CSR. The chapter concludes with a theoretical framework and research propositions for future investigations. The social-cognitive theoretical assumptions that underlie gender influence and the implications for gender-based marketing, segmentation, and differentiation in CSR campaigns, particularly in emerging market contexts, are discussed.