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Proactive versus reactive apparel brands in sustainability: Influences on brand loyalty

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  • Park, Hyejune
  • Kim, Youn-Kyung

Abstract

Building on the literature in brand loyalty and sustainable consumption of apparel, this study compares the loyalty formation mechanism between sustainable fashion and fast fashion brands. A series of hypotheses proposing the difference in the loyalty formation between the two types of apparel brands were developed. A structural equation modeling tested the research model with a sample of 556 U.S. respondents. Although somewhat inconsistent, the results suggest that consumers form brand loyalty toward sustainable versus fast fashion in a different manner. Implications for marketers as well as directions for future research are discussed.

Suggested Citation

  • Park, Hyejune & Kim, Youn-Kyung, 2016. "Proactive versus reactive apparel brands in sustainability: Influences on brand loyalty," Journal of Retailing and Consumer Services, Elsevier, vol. 29(C), pages 114-122.
    • Handle: RePEc:eee:joreco:v:29:y:2016:i:c:p:114-122
    DOI: 10.1016/j.jretconser.2015.11.013
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    References listed on IDEAS

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    1. Caniato, Federico & Caridi, Maria & Crippa, Luca & Moretto, Antonella, 2012. "Environmental sustainability in fashion supply chains: An exploratory case based research," International Journal of Production Economics, Elsevier, vol. 135(2), pages 659-670.
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    Cited by:

    1. Andreza de Aguiar Hugo & Jeniffer de Nadae & Renato da Silva Lima, 2021. "Can Fashion Be Circular? A Literature Review on Circular Economy Barriers, Drivers, and Practices in the Fashion Industry’s Productive Chain," Sustainability, MDPI, vol. 13(21), pages 1-17, November.
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    3. Seung-hye Jung & Joon-ho Kim & Ha-na Cho & Hae-won Lee & Hyun-ju Choi, 2021. "Brand Personality of Korean Dance and Sustainable Behavioral Intention of Global Consumers in Four Countries: Focusing on the Technological Acceptance Model," Sustainability, MDPI, vol. 13(20), pages 1-19, October.
    4. Sher Jahan Khan & Saeed Badghish & Puneet Kaur & Rajat Sharma & Amandeep Dhir, 2023. "What motivates the purchasing of green apparel products? A systematic review and future research agenda," Business Strategy and the Environment, Wiley Blackwell, vol. 32(7), pages 4183-4201, November.
    5. Khirul Basar Mim & Tunmin (Catherine) Jai & Stacy H. Lee, 2022. "The Influence of Sustainable Positioning on eWOM and Brand Loyalty: Analysis of Credible Sources and Transparency Practices Based on the S-O-R Model," Sustainability, MDPI, vol. 14(19), pages 1-18, September.
    6. Vilasanti da Luz, Victoria & Mantovani, Danielle & Nepomuceno, Marcelo Vinhal, 2020. "Matching green messages with brand positioning to improve brand evaluation," Journal of Business Research, Elsevier, vol. 119(C), pages 25-40.
    7. Warinrampai Rungruangjit & Kitti Charoenpornpanichkul, 2022. "Building Stronger Brand Evangelism for Sustainable Marketing through Micro-Influencer-Generated Content on Instagram in the Fashion Industry," Sustainability, MDPI, vol. 14(23), pages 1-27, November.
    8. Yating Tian & Qeis Kamran, 2021. "A Review of Antecedents and Effects of Loyalty on Food Retailers toward Sustainability," Sustainability, MDPI, vol. 13(23), pages 1-18, December.
    9. Elg, Ulf & Welinder, Axel, 2022. "Sustainabilty and retail marketing: Corporate, product and store perspectives," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    10. Yuen, Kum Fai & Thai, Vinh V. & Wong, Yiik Diew, 2018. "An investigation of shippers’ satisfaction and behaviour towards corporate social responsibility in maritime transport," Transportation Research Part A: Policy and Practice, Elsevier, vol. 116(C), pages 275-289.
    11. IKRAMUDDIN & Muhammad ADAM & Hizir SOFYAN & FAISAL, 2017. "The Relationship of Perceived Value, Service Quality, Brand Trust, and Brand Loyalty. A Literature Review," Expert Journal of Marketing, Sprint Investify, vol. 5(2), pages 72-77.
    12. Laura Broccardo & Francesca Culasso & Amandeep Dhir & Elisa Truant, 2023. "Corporate social responsibility: Does it really matter in the luxury context?," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 30(1), pages 105-118, January.
    13. Stöckigt, Gerrit & Schiebener, Johannes & Brand, Matthias, 2018. "Providing sustainability information in shopping situations contributes to sustainable decision making: An empirical study with choice-based conjoint analyses," Journal of Retailing and Consumer Services, Elsevier, vol. 43(C), pages 188-199.
    14. Sunyang Park & Yuri Lee, 2020. "Scale Development of Sustainable Consumption of Clothing Products," Sustainability, MDPI, vol. 13(1), pages 1-20, December.
    15. Franklin Velasco Vizcaíno & Juan J. Cardenas & Marcelo Cardenas, 2021. "A look at the social entrepreneur: the effects of resilience and power distance personality traits on consumers’ perceptions of corporate social sustainability," International Entrepreneurship and Management Journal, Springer, vol. 17(1), pages 83-103, March.
    16. Mahsa Pishdar & Masoumeh Danesh Shakib & Jurgita Antucheviciene & Arvydas Vilkonis, 2021. "Interval Type-2 Fuzzy Super SBM Network DEA for Assessing Sustainability Performance of Third-Party Logistics Service Providers Considering Circular Economy Strategies in the Era of Industry 4.0," Sustainability, MDPI, vol. 13(11), pages 1-18, June.
    17. Imran Khan & Mobin Fatma, 2023. "Does Perceived Sustainability Affect the Customer Responses toward the Brands? Role of Customer Engagement as a Mediator," Sustainability, MDPI, vol. 15(10), pages 1-13, May.
    18. Lin, Jialing & Lobo, Antonio & Leckie, Civilai, 2017. "The role of benefits and transparency in shaping consumers’ green perceived value, self-brand connection and brand loyalty," Journal of Retailing and Consumer Services, Elsevier, vol. 35(C), pages 133-141.

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