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Is fast fashion sustainable? The effect of positioning strategies on consumers’ attitudes and purchase intentions

Author

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  • Hyo Jung (Julie) Chang
  • Tun-Min (Catherine) Jai

Abstract

Purpose - – The purpose of this study is to examine the strategies that fast fashion retailers use to position sustainability by applying the stimulus-organism-response model. Specifically, this study investigated how sustainability positioning strategies influenced perceived corporate social responsibility (CSR) effort, price value and brand equity. Design/methodology/approach - – A between-subject Web experiment was used to test the research model. Four versions of the questionnaire were developed on a commercial online survey Web site, in which the surveys were randomly distributed to participants and data were collected. Findings - – The findings of this study suggest that sustainability positioning strategies can lead to the positive perceived CSR effort, thus giving support to the effectiveness of sustainability marketing for fast fashion retailers. Furthermore, purchase intentions are significantly influenced by perceived CSR effort, price value and brand equity. Originality/value - – This study provides important input for practitioners by suggesting that they focus their managerial attention to sustainability and should also promote it through their positioning strategies carefully.

Suggested Citation

  • Hyo Jung (Julie) Chang & Tun-Min (Catherine) Jai, 2015. "Is fast fashion sustainable? The effect of positioning strategies on consumers’ attitudes and purchase intentions," Social Responsibility Journal, Emerald Group Publishing Limited, vol. 11(4), pages 853-867, October.
    • Handle: RePEc:eme:srjpps:v:11:y:2015:i:4:p:853-867
    DOI: 10.1108/SRJ-07-2014-0095
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    Citations

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    Cited by:

    1. Dan-Cristian Dabija & Veronica Câmpian & Anna-Rebeka Pop & Raluca Bãbu?, 2022. "Generating loyalty towards fast fashion stores: a cross-generational approach based on store attributes and socio-environmental responsibility," Oeconomia Copernicana, Institute of Economic Research, vol. 13(3), pages 891-934, September.
    2. Mahesh Shaw & Abhijit Majumdar & Kannan Govindan, 2022. "Barriers of social sustainability: an improved interpretive structural model of Indian textile and clothing supply chain," Sustainable Development, John Wiley & Sons, Ltd., vol. 30(6), pages 1616-1633, December.
    3. Yunjeong Kim & Kyung Wha Oh, 2020. "Which Consumer Associations Can Build a Sustainable Fashion Brand Image? Evidence from Fast Fashion Brands," Sustainability, MDPI, vol. 12(5), pages 1-16, February.
    4. Mafalda Nogueira & Bruno Silva & Sandra Gomes, 2023. "The Impact of Customer-Centric Sustainability on Brand Relationships," Sustainability, MDPI, vol. 15(16), pages 1-15, August.
    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. Irene Sánchez-González & Irene Gil-Saura & María Eugenia Ruiz-Molina, 2020. "Ethically Minded Consumer Behavior, Retailers’ Commitment to Sustainable Development, and Store Equity in Hypermarkets," Sustainability, MDPI, vol. 12(19), pages 1-17, September.
    7. Roghayeh Teimourfamian Asl & Soheila Khoddami, 2023. "A Framework for Investigating Green Purchase Behavior with a Focus on Individually Perceived and Contextual Factors," Business Perspectives and Research, , vol. 11(1), pages 94-111, January.
    8. Jacqueline Siwale & Victor Chikampa & Nelson .C. Kabanda & Lungowe Chindele & Mary.S.Lubinda, 2023. "The Relationship Between Brand Experience, Brand Satisfaction and Brand Loyalty. An Empirical Study of Imported Second Hand Vehicle Buyers In Zambia," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 7(3), pages 44-61, March.
    9. Mejías, Ana M. & Bellas, Roberto & Pardo, Juan E. & Paz, Enrique, 2019. "Traceability management systems and capacity building as new approaches for improving sustainability in the fashion multi-tier supply chain," International Journal of Production Economics, Elsevier, vol. 217(C), pages 143-158.

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