Corporate social responsibility in the retail business: A case study

In an economic scenario that sees greater attention paid to sustainability issues, the retail sector features significant economic influence and resources to address sustainability challenges successfully. The retail industry is challenged to carry on corporate social responsibility (CSR) initiatives whilst aiming at competitive prices and communicating such CSR activities to its customers and employees. Employing a case study conducted within one of the major European retailers in clothing, the paper aims to provide a new perspective on CSR in the retail business. Results highlight the importance of clear and extensive communication and translation of CSR initiatives as a central element to raise awareness and engagement for both employees and customers, positively impacting retail organizations in boosting their business performance and sustainability outcomes at the same time. Practical implications include the need for retail firms to organize their CSR external and internal communication effectively.