Transformations  in
Business & Economics

DO CORPORATE IMAGE CAN PROMOTE CONSUMER ENGAGEMENT IN SUSTAINABLE CONSUMPTION? THE CASE OF CLOTHING AND TEXTILE COMPANIES IN LITHUANIA
Ilona Kiausiene, Greta Makunaite

ABSTRACT: As unsustainable consumption has a negative impact on the environment and people’s quality of life, the implementation of sustainable development is becoming more and more urgent today. Reducing pollution requires eliminating excessive consumption and/or purchasing clothing and textiles. Businesses can contribute to this. A positive corporate image and the active development of corporate social responsibility can encourage consumers to rethink their consumption habits and engage in sustainable consumption. The aim of the study is to determine how clothing and textile companies assess the impact of corporate image on consumer engagement in sustainable consumption. The results showed that corporate image is perceived positively and environmental responsibility has the most significant impact. It is essential to educate consumers through corporate image and to disseminate information on the importance of sustainable consumption and environmental issues. Equally important are external and internal factors.

KEYWORDS:  clothing and textile, corporate image, consumer engagement, sustainable consumption, Lithuania.

JEL classification:  M14, M30.