Knowledge Sharing and Customer Knowledge Management in the Context of Sustainability and CSR: a Case Study of the Fashion Industry in Poland

Abstract

The fashion industry, long challenged by overproduction, unsustainable resource use, and labor issues, is increasingly pressured to adopt sustainable and ethical practices. Modern consumers expect brands to incorporate corporate social responsibility (CSR) into their operations and transparently communicate these efforts. Knowledge sharing (KS), understood as the internal and external exchange of information and best practices, is key in enhancing operational performance and strengthening consumer relationships. Transparent communication of CSR activities builds credibility, trust, and brand loyalty. Likewise, customer knowledge management (CKM), which refers to collecting, analyzing, and utilizing consumer data, enables companies to align marketing and CSR strategies with customer expectations. In fashion, this includes personalized messaging, eco-focused loyalty programs, and initiatives like clothing return schemes or recycling. This paper aims to examine the role of customer knowledge management and knowledge sharing in the fashion industry within the context of sustainability and corporate social responsibility. Specifically, it evaluates how fashion brands use their websites to implement these practices. A two-phase methodology was applied: (1) content analysis of selected fashion retailers’ websites to assess the presence and quality of sustainability information, and (2) evaluation of consumer interaction through CSR engagement and educational content. The study, based on a proprietary evaluation tool, included both international and Polish brands. The results indicate wide variation in the communication of CSR and highlight the need for further research, given the importance of digital channels in shaping consumer awareness and behavior.