Corporate responsibility and sustainability through digitl channels: An Italian Textile company's efforts to reduce envirinmental impact and foster social well-being

In response to heightened stakeholder demands, corporate responsibility initiatives are growing. Implementing and widely promoting such initiatives has both financial and social benefits. In collaboration with GAIA SEGATTINI KNOTWEAR (GSK), we investigated digital sustainability communications' potential to engage consumers and promote conscious consumption This study addressed this gap by examining the relationships between Biospheric Values, Connectedness to Nature, Environmental Identity, and ultimately, Environmental Activism. Aims and methods Through a case study of GSK, this study aims to assess consumer engagement and conscious consumption in the fashion industry, particularly through digital sustainability communications. In November 2022, GSK administered a survey to collect data aimed at refining its product offerings to align with community needs. As a result of this study, an additional survey was conducted in November 2023. Quantitative and qualitative analysis was conducted on data collected by two online questionnaires.Results Based on the first analysis of 1309 responses, we discovered that customers have a strong emotional bond with GSK apparel. This is exemplified by their lack of interest in lending garments. Among participants, 46.9% had been loyal to GSK for over five years. Longer-standing GSK customers typically own larger collections, indicative of a deeper emotional connection. Based on the high response rate, strategies for sensitizing individuals and promoting sustainable purchasing behaviors may be informed by this emotional connection. Conclusions The emotional connection evident among GSK customers may make corporate responsibility initiatives an effective way to cultivate pro-environmental attitudes. By actively involving its customer base, GSK reaffirms its dedication to environmental and social responsibility. The follow-up survey in November 2023 examined how corporate social and environmental responsibility impacts attitudes and behaviors within the GSK community. Additional data and a better understanding of these influences were obtained through this survey. As a result of this expanded research, insights were gained into enduring effects of sustainability initiatives in the fashion industry and areas for improvement. Results will be discussed.