TY - JOUR AU - Cuesta-Valino, Pedro AU - Gutierrez-Rodriguez, Pablo AU - de Silva, Ricardo Villarreal AU - Garcia-Henche, Blanca KW - consumer happiness KW - purchase intention KW - CSR KW - sustainability KW - fashion KW - CORPORATE SOCIAL-RESPONSIBILITY KW - SATISFACTION KW - PERCEPTIONS KW - CONSUMPTION KW - PSYCHOLOGY KW - MANAGEMENT KW - PURSUIT KW - QUALITY KW - FREEDOM KW - BRANDS T1 - CSR's Impact on Fashion Consumer Behaviour: Unravelling the Nexus between Purchase Intention and Consumer Happiness LA - eng PY - 2025/06/01/ SP - 129 EP - 151 T2 - JOURNAL OF COMPETITIVENESS SN - 1804-171X VL - 17 IS - 2 PB - UNIV TOMASE BATI & ZLINE, FAK MANAGEMENTU EKONOMIKY PP - ZLIN AB - Many organisations are managing sustainability issues and learning how to enhance stakeholder engagement. However, few studies have addressed the influence of consumer happiness on the relationship between corporate sustainability and consumer behaviour. Therefore, this study examines the impact of corporate social responsibility (CSR) on purchase intention, with consumer happiness serving as a moderating variable. Consistent with the literature, CSR and consumer happiness are measured as multidimensional constructs, and purchase intention is measured as a single-factor latent variable. These results suggest that CSR and consumer happiness are positively correlated with purchase intention. Furthermore, consumer happiness moderates the relationship between CSR and purchase intention. These findings have implications for the academic domain and fashion industry. DO - 10.7441/JOC.2025.02.06 UR - https://portalcientifico.uah.es/documentos/68d735f03381fc6ca7325813 DP - Dialnet - Portal de la Investigación ER -