Which Consumer Associations Can Build a Sustainable Fashion Brand Image? Evidence from Fast Fashion Brands

Abstract

Since fast fashion is often considered the opposite of sustainable fashion, this study was conducted to clarify the consumer brand associations with sustainable fashion by analyzing three fast fashion brands. Our research included two studies. First, we conducted in-depth interviews with 20 female consumers in Korea who had purchase experience with the sustainable fashion of three selected brands, H&M, Zara, and Uniqlo, to identify sustainable keyword associations. We then structured the keyword data using network analysis. The keyword associations for the three brands resulted in a network of 60 nodes and 629 links with the term “eco-friendly” as the most meaningful keyword. Second, we surveyed 200 women and quantitatively confirmed the association of “eco-friendly fabric” among the keywords suggestive of “eco-friendly” as the most important factor in building a sustainable fashion brand image. In addition, keywords, such as “marketing” and “campaign”, were ranked in the top ten in H&M and Zara, which may imply the opportunistic use of greenwash. This study contributes to the literature by applying in-depth analysis of consumer associations of fast fashion brands from a sustainability perspective through network analysis. We expect our findings to help fashion companies strategically build a sustainable fashion brand image.

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

“…The findings are encouraging since controversial industries such as the fast fashion, which consumers easily suspect the motives behind CSR practices, can gain legitimacy and repair image through the launch of sustainable collections (Hill & Lee, 2015; Kim & Oh, 2020). The results also supported that social responsibility and environmental sustainability are equally relevant for fast fashion consumers, who are concerned about the potential negative impact of this sector on the planet (operations, residual management, water consumption, etc.)…”

“…In response to consumers' socially conscious consumption, fast fashion retailers have offered sustainable collections in their product lines (Hill & Lee, 2015). Sustainable collections are unique in that companies employ higher benchmarks of labor rights, environment damage control, and resource management, while increasing their profits and enhancing their publicity (Hill & Lee, 2015; Kim & Oh, 2020). Given the challenges fast fashion brands have experienced, research about the interrelationship between sustainable practices, altruistic attributions, and the resultant positive outcomes in the context of fast fashion industry provides a valuable opportunity to help this industry to improve their marketing and communication strategies (Blazquez et al, 2020).…”

“…The paper is aimed to fulfill a claim in the research agenda about the influence of ethical branding practices, both in the social and environmental context, on customers' perceptions, values, and behavioral intention (Iglesias et al, 2019; Kim & Oh, 2020; McDonagh & Prothero, 2014; Pedersen et al, 2018). We focus on a very relevant and emblematic industry such as the fast fashion sector that has faced a dramatic change in their practices in the last decade (Henninger, Alevizou, Goworek, & Ryding, 2017).…”

“…We focus on a very relevant and emblematic industry such as the fast fashion sector that has faced a dramatic change in their practices in the last decade (Henninger, Alevizou, Goworek, & Ryding, 2017). The fast fashion industry deserves more research in order to clarify how sustainable and ethical efforts may improve consumers' brand perception, purchase intention (Blazquez, Henninger, Alexander, & Franquesa, 2020; Kim & Oh, 2020), and legitimacy.…”

A rendszer és az egyéni cselekvések: rövid vázlat a fenntartható divatról

“…Léteznek álláspontok, amelyek azt hangsúlyozzák, hogy sok esetben a zöld üzeneteknek a lényege valójában a status quo fenntartása: anélkül maradhatunk trendik, hogy nem váltunk márkát, csupán a márkán belül fordulunk az ökotudatos, prémiumkollekció felé, amelynek környezetkímélő volta akár kérdéses is lehet. Ezeket a törekvéseket greenwashingként [52] , megtévesztő társadalmi felelősségvállalásként [53] A körforgásos divat rendszerét 2014-ben a sokat blamált H&M alkalmazta. [55] A cég webáruházának oldalán átfogó képet ad a fenntarthatóságról, a kommunikáció vizuális elemekkel is megjeleníti a témát.…”