The impact of fast fashion retailers' sustainable collections on corporate legitimacy: Examining the mediating role of altruistic attributions

Abstract

In the context of the fast fashion industry, this study examined the efficacy of sustainable collections in achieving corporate legitimacy. We examine the ethical branding and organizational legitimacy relationship in the context of the fast fashion industry. We conducted an online experiment with the use of Amazon MTurk in the Unites States. The data were collected from female fast fashion users (N = 389). The data analysis revealed that fast fashion retailers' sustainable collections had a positive impact on corporate legitimacy, CSR perception, brand trust, and purchase intention. This study also uncovered that the company's sustainable collections increased consumers' attributions to altruistic motives and consumers' altruistic attributions had a positive influence on corporate legitimacy, CSR perception, brand trust, and purchase intention. Furthermore, this study found the mediating role of altruistic attributions in explaining the impact of sustainable collections on these four outcome variables. Regarding the sustainable collections' design and production, managerial implications are described as the need to communicate the ethical approach and efforts.

Consumer behaviour and environmental sustainability

“…The last two papers investigate how consumers respond to firms' green marketing initiatives. Miotto and Seounmi (2020) find that fast fashion retailers' sustainable collections have a positive impact on organisational legitimacy, CSR perception, brand trust and purchase intention. They also uncover that such an impact is mediated by consumers' altruistic attributions of the firms' motives behind the sustainable collections (e.g., care about environmental protection and employee welfare).…”

Consumer Ethicality Perception and Legitimacy: Competitive Advantages in COVID-19 Crisis

“…Therefore, ethics is the pillar of the responsible and sustainable corporate management and governance. Ethics is the guiding principle of CSR and it reflects on the brand image, reputation, and perception ( Miotto & Youn, 2020 ). According to ( Brunk, 2012 , p. 551): “How un/ethical a company is perceived in conducting its business is inherently linked to its overall reputation and its ability to stay competitive in the marketplace.” Consumers’ subjective beliefs and un/ethical perceptions act as sources of attitude formation and they influence consumers’ purchase intentions ( Das et al, 2019 ).…”

“…In this line, we introduce the concept of ethical brands as the ones those behave with integrity, accountability, responsibility, and respect toward stakeholders ( Iglesias et al, 2019 ). Ethical brands provide products and services characterized by a system of production, exchange, and management that respect providers, producers, communities, consumers, and the environment ( Miotto & Youn, 2020 ). This system is based in economic profitability, people-to-people connections, social justice, and environmental sustainability ( Szmigin et al, 2007 ).…”

“…When purchasing ethical brands, consumers take an active role in shaping a better world and becoming responsible and sustainable consumers ( Fuentes & Sörum, 2019 ). Nevertheless, it must be said that ethical purchase intention does not always convert into actual brand choice and purchase ( Miotto & Youn, 2020 ). Even if several studies demonstrate that CPE affects the purchase intention positively ( Bezençon & Etemad-Sajadi, 2015 ), there is still a gap in understanding the relationship between the ethical brand perception and the positive purchase behavior ( Carrington et al, 2016 ; Longo et al, 2019 ; Szmigin et al, 2007 ).…”

“…Legitimacy of ethical brands increases purchase intention in several industries ( Guo et al, 2014 ) and, especially, when the perception of ethicality is based on trust and transparency and when the mutual benefits are explicit ( Miotto & Youn, 2020 ). The positive perception of the brand’s value and ethical behavior improve legitimacy and, therefore, the purchase intention ( Lee & Shin, 2010 ).…”