An Examination of Public Relations in Communicating Corporate Social Responsibility in the Fashion Industry

This thesis examines the role of public relations (PR) in communicating corporate social responsibility (CSR) in the fashion industry amid increasing scrutiny and evolving consumer expectations. Using mixed methods, including literature review, survey, interviews and case studies, this thesis investigates brands' CSR communication strategies, addressing challenges and the impact of PR on consumer perceptions. The research employs stakeholder and attribution theories to elucidate their effects on perceptions of CSR efforts. This study defines CSR communication through these theoretical frameworks, equipping PR practitioners with tools for strategic approaches in CSR communication. Keywords: Public relations, stakeholder theory, attribution theory, corporate social responsibility, sustainability, and fashion industry