Experience in implementing the ecological concept of CSR (On the example of ukrainian fashion brands)

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.