TY - JOUR
T1 - Sustainability efforts in the fast fashion industry
T2 - consumer perception, trust and purchase intention
AU - Neumann, Hannah L.
AU - Martinez, Luisa M.
AU - Martinez, Luis F.
N1 - Funding agencies#
FCT-Fundação para a Ciência e a Tecnologia#
grant nr. UID/ECO/00124/2013#
UID/ECO/00124/2019#
and Social Sciences DataLab#
LISBOA-01–0145-FEDER-022209#
POR Lisboa#
LISBOA-01–0145-FEDER-007722#
LISBOA-01–0145-FEDER-022209#
and POR Norte#
LISBOA-01–0145-FEDER-022209#
Also supported by UNIDCOM#
under a grant by the Fundação para a Ciência e a Tecnologia#
UIDB/DES/00711/2020)#
UNIDCOM/IADE – Unidade de Investigação em Design e Comunicação#
PY - 2021
Y1 - 2021
N2 - 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 consumers’ trust towards the brands and their individual feeling of empowerment. Originality/value: This study intends to shed light on the key elements that shape consumers’ attitudes and willingness to purchase green apparel.
AB - 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 consumers’ trust towards the brands and their individual feeling of empowerment. Originality/value: This study intends to shed light on the key elements that shape consumers’ attitudes and willingness to purchase green apparel.
KW - Corporate social responsibility
KW - Environmentally conscious consumer behaviour
KW - Fashion marketing
KW - Sustainability
UR - http://www.scopus.com/inward/record.url?scp=85088875185&partnerID=8YFLogxK
U2 - 10.1108/SAMPJ-11-2019-0405
DO - 10.1108/SAMPJ-11-2019-0405
M3 - Article
AN - SCOPUS:85088875185
SN - 2040-8021
VL - 12
SP - 571
EP - 590
JO - Sustainability Accounting, Management and Policy Journal
JF - Sustainability Accounting, Management and Policy Journal
IS - 3
ER -