Exploring Corporate Social Responsibility and Social Capital in Adaptive Apparel Certification Marks

This study explores the GAMUT Seal of Approval™, an adaptive product certification mark, and its impact on apparel brands and consumers with disabilities (PWDs). By examining Corporate Social Responsibility (CSR) and Social Capital Theory (SCT), the research investigates how certification marks enhance brand trust, consumer loyalty, and social inclusion. Using a case study method, semi-structured interviews with stakeholders from GAMUT, Agron, Victoria's Secret & Co, and the disability community were conducted. Thematic Analysis revealed that CSR and SCT are interconnected through trust and community engagement. Findings show the Seal of Approval™ builds authenticity and trust among PWD consumers, ensuring products meet their needs and are developed with their input. For brands, the Seal enhances reputation and loyalty within the disability community. This study extends CSR and SCT to the adaptive apparel market, suggesting adaptive product certification as a strategy to build social capital and demonstrate ethical, inclusive practices.