Sustainable Marketing Initiatives and Consumer Perception of Fast Fashion Brands

Title

Sustainable Marketing Initiatives and Consumer Perception of Fast Fashion Brands

Creator

Neha; Joshi P.; Kumar N.

Description

The fast fashion industry has been criticized for negatively impacting the economy, environment, and social justice. Consequently, many brands adopt sustainable marketing practices to promote eco-friendly manufacturing and encourage sustainable purchase behaviour. To explore this trend, a cross-sectional survey was conducted among fashion brand consumers using a quantitative research design. The survey data was analyzed using variance-based partial least squares-structural equation modelling (PLS-SEM). The results showed that sustainable marketing practices can be supported by creating a positive brand image and building trust. Such practices can positively influence consumers' perception of sustainability and promote brand loyalty, which can lead to sustainable purchasing behaviour. The study provides valuable insights into sustainable marketing strategies that fashion brands can adopt to promote sustainable practices and policies in local markets. 2024, idd3. All rights reserved.

Source

Textile and Leather Review, Vol-7, pp. 104-124.

Date

2024-01-01

Publisher

idd3

Subject

brand loyalty; fast fashion; marketing; purchase behaviour; structure equation modelling; sustainability

Coverage

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

Rights

All Open Access; Gold Open Access

Relation

ISSN: 26236257

Format

Online

Language

English

Type

Article

Identifier

https://doi.org/10.31881/TLR.2023.170

https://www.scopus.com/inward/record.uri?eid=2-s2.0-85184246090&doi=10.31881%2fTLR.2023.170&partnerID=40&md5=dbb7000222a5349683cbdfb31190fbcb