Fast Fashion Brands: Sustainable Marketing Practices and Consumer Purchase Behaviour
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...
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| Format: | Article |
| Language: | English |
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University of Ljubljana Press (Založba Univerze v Ljubljani)
2024-03-01
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| Series: | Tekstilec |
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| Online Access: | https://journals.uni-lj.si/tekstilec/article/view/16473 |
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| _version_ | 1849721680596828160 |
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| author | Neha Pradeep Joshi Nishant Kumar |
| author_facet | Neha Pradeep Joshi Nishant Kumar |
| author_sort | Neha |
| collection | DOAJ |
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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.
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| format | Article |
| id | doaj-art-0556b99b8c034f25bd4fad2cf60f3601 |
| institution | DOAJ |
| issn | 0351-3386 2350-3696 |
| language | English |
| publishDate | 2024-03-01 |
| publisher | University of Ljubljana Press (Založba Univerze v Ljubljani) |
| record_format | Article |
| series | Tekstilec |
| spelling | doaj-art-0556b99b8c034f25bd4fad2cf60f36012025-08-20T03:11:36ZengUniversity of Ljubljana Press (Založba Univerze v Ljubljani)Tekstilec0351-33862350-36962024-03-016710.14502/tekstilec.67.202308422866Fast Fashion Brands: Sustainable Marketing Practices and Consumer Purchase BehaviourNeha0https://orcid.org/0009-0006-6291-2517Pradeep Joshi1https://orcid.org/0000-0003-4969-5117Nishant Kumar2https://orcid.org/0000-0003-0124-9337Amity School of Fashion Technology, Amity University, Noida, IndiaAmity School of Fashion Technology, Amity University, Noida, IndiaSchool of Business and Management, CHRIST University, Bangalore, India 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. https://journals.uni-lj.si/tekstilec/article/view/16473sustainable marketingsustainable brand perceptionsustainable brand loyaltysustainable purchase behaviour |
| spellingShingle | Neha Pradeep Joshi Nishant Kumar Fast Fashion Brands: Sustainable Marketing Practices and Consumer Purchase Behaviour Tekstilec sustainable marketing sustainable brand perception sustainable brand loyalty sustainable purchase behaviour |
| title | Fast Fashion Brands: Sustainable Marketing Practices and Consumer Purchase Behaviour |
| title_full | Fast Fashion Brands: Sustainable Marketing Practices and Consumer Purchase Behaviour |
| title_fullStr | Fast Fashion Brands: Sustainable Marketing Practices and Consumer Purchase Behaviour |
| title_full_unstemmed | Fast Fashion Brands: Sustainable Marketing Practices and Consumer Purchase Behaviour |
| title_short | Fast Fashion Brands: Sustainable Marketing Practices and Consumer Purchase Behaviour |
| title_sort | fast fashion brands sustainable marketing practices and consumer purchase behaviour |
| topic | sustainable marketing sustainable brand perception sustainable brand loyalty sustainable purchase behaviour |
| url | https://journals.uni-lj.si/tekstilec/article/view/16473 |
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