2024 ICIMAC (Extended Abstract)

The study aims to provide insights into the current Corporate Social Responsibility (CSR) practices and communication strategies within the Asian context by focusing on two prominent Asian fast fashion brands to understand how these entities articulate and convey their CSR initiatives through their official websites. This study employed a qualitative content analysis to critically evaluate the CSR communication employed by Uniqlo and Shein, with the incorporation of signalling theory as a theoretical framework. The results indicate that the two Asian fast fashion brands actively engage in CSR’s environmental and social dimensions. Through a nuanced interplay of colour, imagery and keywords, these Asian fast fashion brands strategically signify their commitment to environmental stewardship and stakeholder well-being. This study fills a gap in the literature by examining CSR programs on Asian-owned fast fashion brands’ websites through the application of signalling theory. The research contributes to the theoretical foundation of CSR communication outcome research, offering actionable insights for marketers entering the Asian fashion market to enhance brand reputation and legitimacy.