Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Articles Article Faculty Publications -Articles Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Fast Fashion Brands: Sustainable Marketing Practices and Consumer Purchase Behaviour; [Blagovne znamke hitre mode: trajnostne trne prakse in nakupovalno vedenje potronikov] Subject The topic of the resource sustainable brand loyalty; sustainable brand perception; sustainable marketing; sustainable purchase behaviour Description An account of the resource The fast fashion boom is faced with economic, environmental and social justice objections. Sustainable marketing initiatives have become a new style statement, and brands are shifting to environment-friendly manufacturing. This study explores how fashion apparel brands adopt sustainable marketing practices to promote sustainable purchase behaviour. A cross-sectional survey using a quantitative research design was followed to collect responses from fashion brand consumers. Variance-based partial least squares-structural equation modelling (PLS-SEM) was used to assess the hypothesized model. Two-step bootstrapping was conducted to explore the mediating role of brand perception in the relationship between sustainable marketing activity and brand loyalty. The study suggests that firms can support sustainable marketing practices by creating a brand image and building trust. This can influence consumers' perceptions of sustainability and promote brand loyalty. The study also emphasizes the significance of brand loyalty in developing sustainable purchase behaviour that endures over time. The study provides insights into sustainable marketing strategies and policies in indigenous markets. 2024, University of Ljubljana Press. All rights reserved. Creator An entity primarily responsible for making the resource Neha; Joshi P.; Kumar N. Source A related resource from which the described resource is derived Tekstilec, Vol-67, No. 1, pp. 4-18. Publisher An entity responsible for making the resource available University of Ljubljana Press Date A point or period of time associated with an event in the lifecycle of the resource 2024-01-01 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.14502/tekstilec.67.2023084" target="_blank" rel="noreferrer noopener">https://doi.org/10.14502/tekstilec.67.2023084</a> <br /><br /><a href="https://www.scopus.com/inward/record.uri?eid=2-s2.0-85189860542&amp;doi=10.14502%2Ftekstilec.67.2023084&amp;partnerID=40&amp;md5=36e003879e9861adab47f660d35f58f6" target="_blank" rel="noreferrer noopener">https://www.scopus.com/inward/record.uri?eid=2-s2.0-85189860542&amp;doi=10.14502%2ftekstilec.67.2023084&amp;partnerID=40&amp;md5=36e003879e9861adab47f660d35f58f6</a> Rights Information about rights held in and over the resource All Open Access; Gold Open Access Relation A related resource ISSN: 3513386 Format The file format, physical medium, or dimensions of the resource Online Language A language of the resource English Type The nature or genre of the resource Article Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant Neha, Amity School of Fashion Technology, Amity University, Noida, India; Joshi P., Amity School of Fashion Technology, Amity University, Noida, India; Kumar N., School of Business and Management, CHRIST University, Bangalore, India