Sustainability efforts in the fast fashion industry: consumer perception, trust and purchase intention
Abstract
Purpose This study aims to test for factors affecting environmental sustainability and purchase intention in the fashion industry. Accordingly, the authors developed a framework that depicts the relationships between perceptions of social responsibility, consumer attitude, trust, purchase intention and perceived consumer effectiveness. Design/methodology/approach An online survey was conducted with an internationally diverse sample of 216 consumers. Data were analysed using partial least squares structural equation modelling. Findings The results indicated that perceptions of social responsibility directly affect consumers’ attitudes towards these fashion brands, as well as trust and perceived consumer effectiveness. Also, consumers need to perceive sustainability efforts of these brands as altruistic, and trust was found to be a direct predictor of purchase intention. However, both consumer attitude and perceived consumer effectiveness did not predict purchase intention. Research limitations/implications The survey was primarily distributed to young people. Therefore, a generalisation of the findings to other age groups might be limited. Practical implications Practicing managers should emphasise the fact that environmental sustainability and fast fashion brands could be sustainable to increase trust among consumers. Social implications When it comes to environmental issues, positive perceptions regarding the companies’ social responsibility efforts are vital to enhance both…
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This finding extends research by Neumann et al. (2020), who found that trust is an antecedent of purchase intention in the fast fashion sector.
“This finding extends research by Neumann et al. (2020), who found that trust is an antecedent of purchase intention in the fast fashion sector.”
From Sustainable clothing: Why conspicuous consumption and greenwashing matter (2023) · cites this paper as Neumann et al. (2020)
Consumers may find themselves doubting whether a specific brand of green clothes is truly sustainable or whether the sustainability claim is just a marketing trick.
“Consumers may find themselves doubting whether a specific brand of green clothes is truly sustainable or whether the sustainability claim is just a marketing trick (Neumann et al., 2020).”
From Sustainable clothing: Why conspicuous consumption and greenwashing matter (2023) · cites this paper as Neumann et al., 2020
It is unlikely that an ethical POS label based on a communication system compatible with mainstream fashion consumers' durable-type decision processes would be effective in the fast-fashion environment.
“it is unlikely that such a label would be effective in the fast-fashion environment [15].”
From Marketing Tactics for Sustainable Fashion and the Circular Economy: The Impact of Ethical Labels on Fast Fashion Choice (2023) · cites this paper as [15]
There is still very little evidence that ordinal ethical cue systems consistently and significantly affect food consumer evaluations or decisions.
“there is still very little evidence that they consistently and significantly affect food consumer evaluations or decisions [15,16].”
From Marketing Tactics for Sustainable Fashion and the Circular Economy: The Impact of Ethical Labels on Fast Fashion Choice (2023) · cites this paper as [15]
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References 61 · Cited by 134
- Authors
- Neumann, H. L., Martinez, L. M., & Martinez, L. F.
- Affiliations
- NOVA School of Business and Economics (PT)
- Universidade Europeia (PT)
- Venue
- Sustainability Accounting, Management and Policy Journal
- Publisher
- Emerald
- Published
- 2020-07-29
- Volume
- 12
- Issue
- 3
- Pages
- 571-590
- ISSN
- 2040-8021 (ISSN-L)
- OpenAlex
- W3047257737
- Cited by
- 134
- References
- 61
- Citations by year
- 2026: 21 · 2025: 17 · 2024: 31 · 2023: 32 · 2022: 19 · 2021: 14
- FWCI
- 16.75
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Sustainability Accounting Management and Policy Journal (publishedVersion)
- Topics
- Social Sciences › Business, Management and Accounting › Marketing › Environmental Sustainability in Business
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Perception and Purchasing Behavior
- Social Sciences › Business, Management and Accounting › Strategy and Management › Sustainable Supply Chain Management
- Keywords
- fast fashion, environmental sustainability, consumer trust, purchase intention, perceived social responsibility, consumer attitudes, perceived consumer effectiveness, altruism, green apparel, consumer empowerment, sustainable fashion brands
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