Experience in implementing the ecological concept of CSR (On the example of ukrainian fashion brands)
Resumo
The relevance of the chosen topic is due to the lack of scientific research on the ecological responsibility of Ukrainian fashion brands. The study aims to uncover the significance of the ecological component of corporate social responsibility in the practice of Ukrainian fashion brands and to determine its impact on consumer trust levels. The methodological basis of the research consists of a combination of general scientific and sociological methods.
The study of Ukrainian fashion brand experiences has shown that ecological activities are mostly used situationally, particularly by local-level designer brands. Based on the analysis of Ukrainian experiences, technologies, and tools of ecological practices applied in brand social responsibility programs have been systematized into the following categories: eco-production, eco-products, eco-events, eco-processes, eco-cooperation, eco-strategies, and eco-communications.
The current state of consumer behavior and societal attitudes towards the eco-activities of fashion brands has been investigated. Within the research framework, a sociological online survey was conducted, which confirmed the hypothesis that Ukrainian society recognizes the necessity of transitioning to conscious ecological clothing consumption. However, responsible consumer behavior is not observed simultaneously, leading to the development of a phenomenon where fashion production follows Western trends in implementing eco-initiatives, thereby shaping a culture of conscious ecological consumption.
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Referências
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Birkner, C. (2020). Вeyond sustainability. Introducing Ukrainian Fashion Week. Sustainable fashion matters. Official website. Recovered from https://acortar.link/vLL2vG
Carson, R. (1962). Silent spring. Fawcett publications. Recovered from https://acortar.link/Hky1HI
Correa, E.A., Palacio-López, S.M., Sánchez-Torres, J.A., Martínez, L.F.G., Zapata, J. P.A., Fernández, Y.L.H., & Lopera, C.P. (2021). Effectiveness of social responsibility marketing in young millennials - Generation Y: analysis of three cases for brand positioning. Heliyon, 7(10), e08150. https://doi.org/10.1016/j.heliyon.2021.e08150
CSR Ukraine (2021). The second catalog of CSR initiatives 2020-2021. Recovered from https://acortar.link/bS3wmK
De Ponte, C., Liscio, M.C., & Sospiro, P. (2023). State of the art on the Nexus between sustainability, fashion industry and sustainable business model. Sustainable Chemistry and Pharmacy, 32, 100968. https://doi.org/10.1016/j.scp.2023.100968
Dovhun, O., & Krykavskyy, Y. (2017). Characteristic features of marketing internet communications of ukrainian clothing manufacturers. Scientific notes of the Lviv University of Business and Love, 17, 68-74. Recovered from https://acortar.link/zr6jeD
Fiialka, S. (2017). Greenwashing in communication with consumers on the ukrainian market. Printing and publishing: Social communications,
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Fombrun, C., & Shanley, M. (1990). What’s in a name? Reputation building and corporate strategy. Academy of Management Journal, 33(2), 233-258. DOI: 10.2307/256324
Galushka, K., & Kondratenko, N. (2020). Main features of sustainable clothing production and its strategic fashion marketing. Technologies of light industry and materials science, 3(36), 1-12. Recovered from https://acortar.link/H22w3C
Gerasymenko, O., Chuprina, N., Davydenko, I., Chubotina, I., Khomenko, V., & Kudrevsky, M. (2023). Upcycling and minimalism as fashion trends of sustainable consumption of fashion products. Art and Design, (3), 101-120. https://doi.org/10.30857/2617-0272.2023.3.9
Kamyshnykova, E. (2017). Analysis of environmental aspects of corporate social responsibility in associations of enterprises of Ukraine. Cost-effective analysis, 27(4), 205-210. Recovered from https://www.econa.org.ua/index.php/econa/article/view/1456
Kryzhevskyi, V., Ripenko, A., Nikitin, V., Kozin, S., & Kuzmenko, D. (2023). State policy in the sphere of environmental protection: the regulatory aspect. Amazonia Investiga, 12(61), 255-261. https://doi.org/10.34069/AI/2023.61.01.26
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Lahoda, O., Tokar, M., Hurdina, V., Bondarenko, B., & Ieremenko, I. (2023). Ecodesign and initiatives of sustainable development in the dimension of passion of artistic and design creativity. Amazonia Investiga, 12(65), 212-218. https://doi.org/10.34069/AI/2023.65.05.20
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Marchenko, K. (2020). Ksenia Schnaider is a fashion brand from Kyiv that has conquered Dua Lipa, Celine Dion and Bella Hadid. My Kiev. Recovered from https://acortar.link/G0FJnX
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Misyuk, A. (2020). "There is nothing old and nothing new": the new eco-collection of the Ukrainian designer LITKOVSKAYA in Paris. Portal Hochu. Recovered from https://acortar.link/K8S5qa
Nyzovets, A. (2023). Ukrainian brands at Paris Fashion Week. How the earnings, the client and the team have changed over the year. Information agency LIGABusinessInform. Recovered from https://acortar.link/G8xdiK
Orden Nº 66. Sobre la aprobación del Concepto de implementación de la política estatal en el ámbito de la promoción del desarrollo de empresas socialmente responsables en Ucrania para el período hasta 2030. Gabinete de Ministros de Ucrania, 24 de enero de 2020. Recovered from https://zakon.rada.gov.ua/laws/show/66-2020-р#Text
Porter, M., & Kramer, M. (2006). Strategy and Society: The Link Between Competitive Advantage and Corporate Social Responsibility. Harvard Business Review. Recovered from https://acortar.link/KJwYsM
Prys, Y. (2020a). The story of KSENIASCHNAIDER within the UFW special project — Action: Sustainable Fashion. JetSetter.ua. Recovered from https://acortar.link/8RCMWu
Prys, Y. (2020b). The story of the BEVZA brand within the UFW special project — Action: Sustainable Fashion. JetSetter.ua. Recovered from https://acortar.link/Pjb0kO
Stanton, A. (2021). What Does Slow Fashion Actually Mean? The Good Trade. Recovered from https://www.thegoodtrade.com/features/what-is-slow-fashion
Shtuka, N. (2021). Is it crazy to challenge H&M, Polish and Turkish giants? Ukrainian clothing manufacturer Goldi decided to check it out. What does he do? Forbes Ukraine. Recovered from https://forbes.ua/company/goldi-16112021-2785
Tarayevska, L.S., & Rishchuk, L.I. (2021). Environmental startup in fashion industry. The actual problems of regional economy development, 17(2), 273-281. Recovered from http://lib.pnu.edu.ua:8080/handle/123456789/12592
Tymoshenko, O., & Kotsiubivska, K. (2021). Formation of Eco Concepts in Modern Fashion Industry. Business Inform, 5, 273-280. (In Ukranian)
Zarebska, J., & Michalska, M. (2016). Ecological innovations as a chance for sustainable development - directions and obstacles in their implementation. Management, 20(2), 49-64. https://doi.org/10.1515/manment-2015-0050
Birkner, C. (2020). Вeyond sustainability. Introducing Ukrainian Fashion Week. Sustainable fashion matters. Official website. Recovered from https://acortar.link/vLL2vG
Carson, R. (1962). Silent spring. Fawcett publications. Recovered from https://acortar.link/Hky1HI
Correa, E.A., Palacio-López, S.M., Sánchez-Torres, J.A., Martínez, L.F.G., Zapata, J. P.A., Fernández, Y.L.H., & Lopera, C.P. (2021). Effectiveness of social responsibility marketing in young millennials - Generation Y: analysis of three cases for brand positioning. Heliyon, 7(10), e08150. https://doi.org/10.1016/j.heliyon.2021.e08150
CSR Ukraine (2021). The second catalog of CSR initiatives 2020-2021. Recovered from https://acortar.link/bS3wmK
De Ponte, C., Liscio, M.C., & Sospiro, P. (2023). State of the art on the Nexus between sustainability, fashion industry and sustainable business model. Sustainable Chemistry and Pharmacy, 32, 100968. https://doi.org/10.1016/j.scp.2023.100968
Dovhun, O., & Krykavskyy, Y. (2017). Characteristic features of marketing internet communications of ukrainian clothing manufacturers. Scientific notes of the Lviv University of Business and Love, 17, 68-74. Recovered from https://acortar.link/zr6jeD
Fiialka, S. (2017). Greenwashing in communication with consumers on the ukrainian market. Printing and publishing: Social communications,
1(73), 116-128. Recovered from https://ela.kpi.ua/bitstream/123456789/29777/1/15.pdf
Fombrun, C., & Shanley, M. (1990). What’s in a name? Reputation building and corporate strategy. Academy of Management Journal, 33(2), 233-258. DOI: 10.2307/256324
Galushka, K., & Kondratenko, N. (2020). Main features of sustainable clothing production and its strategic fashion marketing. Technologies of light industry and materials science, 3(36), 1-12. Recovered from https://acortar.link/H22w3C
Gerasymenko, O., Chuprina, N., Davydenko, I., Chubotina, I., Khomenko, V., & Kudrevsky, M. (2023). Upcycling and minimalism as fashion trends of sustainable consumption of fashion products. Art and Design, (3), 101-120. https://doi.org/10.30857/2617-0272.2023.3.9
Kamyshnykova, E. (2017). Analysis of environmental aspects of corporate social responsibility in associations of enterprises of Ukraine. Cost-effective analysis, 27(4), 205-210. Recovered from https://www.econa.org.ua/index.php/econa/article/view/1456
Kryzhevskyi, V., Ripenko, A., Nikitin, V., Kozin, S., & Kuzmenko, D. (2023). State policy in the sphere of environmental protection: the regulatory aspect. Amazonia Investiga, 12(61), 255-261. https://doi.org/10.34069/AI/2023.61.01.26
Kvasnytsya, R. (2019). Environmental and Ethic Conceptions in the Fashion Industry and Presentation Spaces for Fashionable Innovations. International Academy Journal Web of Scholar, 2(32), 23-29. https://doi.org/10.31435/rsglobal_wos/28022019/6343
Lahoda, O., Tokar, M., Hurdina, V., Bondarenko, B., & Ieremenko, I. (2023). Ecodesign and initiatives of sustainable development in the dimension of passion of artistic and design creativity. Amazonia Investiga, 12(65), 212-218. https://doi.org/10.34069/AI/2023.65.05.20
Mahmoud, A. B., Kumar, V., Fuxman, L., & Mohr, I. (2023). Climate change risks, sustainability and luxury branding: Friend or a foe. Industrial Marketing Management, 115, 57-68. https://doi.org/10.1016/j.indmarman.2023.09.008
Marchenko, K. (2020). Ksenia Schnaider is a fashion brand from Kyiv that has conquered Dua Lipa, Celine Dion and Bella Hadid. My Kiev. Recovered from https://acortar.link/G0FJnX
Minochkina, O., Adamovska, V., Buryk, Z., & Skibitska, L. (2023). The role of the state in supporting social investment projects to ensure sustainable development. Amazonia Investiga, 12(64), 340-347. https://doi.org/10.34069/AI/2023.64.04.36
Misyuk, A. (2020). "There is nothing old and nothing new": the new eco-collection of the Ukrainian designer LITKOVSKAYA in Paris. Portal Hochu. Recovered from https://acortar.link/K8S5qa
Nyzovets, A. (2023). Ukrainian brands at Paris Fashion Week. How the earnings, the client and the team have changed over the year. Information agency LIGABusinessInform. Recovered from https://acortar.link/G8xdiK
Orden Nº 66. Sobre la aprobación del Concepto de implementación de la política estatal en el ámbito de la promoción del desarrollo de empresas socialmente responsables en Ucrania para el período hasta 2030. Gabinete de Ministros de Ucrania, 24 de enero de 2020. Recovered from https://zakon.rada.gov.ua/laws/show/66-2020-р#Text
Porter, M., & Kramer, M. (2006). Strategy and Society: The Link Between Competitive Advantage and Corporate Social Responsibility. Harvard Business Review. Recovered from https://acortar.link/KJwYsM
Prys, Y. (2020a). The story of KSENIASCHNAIDER within the UFW special project — Action: Sustainable Fashion. JetSetter.ua. Recovered from https://acortar.link/8RCMWu
Prys, Y. (2020b). The story of the BEVZA brand within the UFW special project — Action: Sustainable Fashion. JetSetter.ua. Recovered from https://acortar.link/Pjb0kO
Stanton, A. (2021). What Does Slow Fashion Actually Mean? The Good Trade. Recovered from https://www.thegoodtrade.com/features/what-is-slow-fashion
Shtuka, N. (2021). Is it crazy to challenge H&M, Polish and Turkish giants? Ukrainian clothing manufacturer Goldi decided to check it out. What does he do? Forbes Ukraine. Recovered from https://forbes.ua/company/goldi-16112021-2785
Tarayevska, L.S., & Rishchuk, L.I. (2021). Environmental startup in fashion industry. The actual problems of regional economy development, 17(2), 273-281. Recovered from http://lib.pnu.edu.ua:8080/handle/123456789/12592
Tymoshenko, O., & Kotsiubivska, K. (2021). Formation of Eco Concepts in Modern Fashion Industry. Business Inform, 5, 273-280. (In Ukranian)
Zarebska, J., & Michalska, M. (2016). Ecological innovations as a chance for sustainable development - directions and obstacles in their implementation. Management, 20(2), 49-64. https://doi.org/10.1515/manment-2015-0050
Publicado
2024-02-29
Como Citar
BaliunО., Solomka, P., Fisenko, T., Holovko, O., & Kasianchuk, V. (2024). Experience in implementing the ecological concept of CSR (On the example of ukrainian fashion brands). Amazonia Investiga, 13(74), 129-142. https://doi.org/10.34069/AI/2024.74.02.11
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