The good and bad students of fast fashion: an analysis of strategic divergences from the perspective of decoupling

Elisa Prin () and Emmanuelle Reynaud ()
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Elisa Prin: CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon, AMU IAE - Institut d'Administration des Entreprises (IAE) - Aix-en-Provence - AMU - Aix Marseille Université
Emmanuelle Reynaud: CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon

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Abstract: With the rise of ethical concerns, the pressure on fast-fashion companies to adopt a corporate social responsibility (CSR) strategy has never been higher. In this study, we examine how companies in the industry utilize decoupling theory to disconnect their rhetoric from their actions and explore the potential relationship between decoupling and the development of a CSR strategy. Our research findings reveal that companies practicing decoupling tend to shape their CSR strategy in response to past scandals, while overlooking the social aspect of CSR, and when companies don't practice decoupling approach, the various aspects of CSR are considered in a more comprehensive manner.

Keywords: CSR; Decoupling; Environmental protection; Fast fashion; decoupling; environment; fast fashion; RSC; medio ambiente; Moda rápida (search for similar items in EconPapers)
Date: 2024-12
Note: View the original document on HAL open archive server: https://hal.science/hal-04900816v1
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Published in Recherches en sciences de gestion, 2024, 163, pp.273-299

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04900816

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