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The Impact of Fashion Brand Sustainability on Consumer Purchasing Decisions

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  • Doroteja Mandarić

    (University Center Varaždin, University North, 42000 Varaždin, Croatia)

  • Anica Hunjet

    (University Center Varaždin, University North, 42000 Varaždin, Croatia)

  • Dijana Vuković

    (University Center Varaždin, University North, 42000 Varaždin, Croatia)

Abstract

The focus of this confirmatory research was on consumer attitudes towards the sustainability of fashion brands and how these attitudes influence their purchasing decisions. The aim was to explore if the gap between attitudes and purchasing behaviour was present within Croatian consumers to the same extent as previous research has shown. A survey was conducted of 263 respondents with purchasing power to examine their perception, awareness of, and attitudes towards sustainability and eco-fashion as consumers. The data collected were analysed using descriptive statistics and correlation analysis. The results suggest that participants have a positive attitude towards the sustainability of fashion brands. Moreover, a positive correlation was found between the importance of fashion brand sustainability and consumers’ decisions to buy sustainable clothing products. However, the sustainability of a fashion brand or product is among the least important factors in their purchasing decision. This could mean that their positive attitude may not necessarily be reflected in actual purchasing behaviour, which is consistent with previous research. The results of this study provide a framework for a greater understanding of the various factors that may influence consumer behaviour, such as the sustainability of a fashion brand or product, potentially facilitating the development of relevant strategies in the fashion industry and changing the way fashion works and is perceived in the future.

Suggested Citation

  • Doroteja Mandarić & Anica Hunjet & Dijana Vuković, 2022. "The Impact of Fashion Brand Sustainability on Consumer Purchasing Decisions," JRFM, MDPI, vol. 15(4), pages 1-17, April.
    • Handle: RePEc:gam:jjrfmx:v:15:y:2022:i:4:p:176-:d:791283
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    References listed on IDEAS

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    1. Giulia Sesini & Cinzia Castiglioni & Edoardo Lozza, 2020. "New Trends and Patterns in Sustainable Consumption: A Systematic Review and Research Agenda," Sustainability, MDPI, vol. 12(15), pages 1-25, July.
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    Cited by:

    1. Asuamah Yeboah, Samuel, 2023. "Sustaining Change: Unravelling the Socio-cultural Threads of Sustainable Consumption," MPRA Paper 117981, University Library of Munich, Germany, revised 10 Jun 2023.
    2. Maria Elena Aramendia-Muneta & Andrea Ollo-López & Katrin Simón-Elorz, 2022. "Circular Fashion: Cluster Analysis to Define Advertising Strategies," Sustainability, MDPI, vol. 14(20), pages 1-19, October.
    3. Yung-Tsan Jou & Cheng-Yi Lo & Klint Allen Mariñas & Charmine Sheena Saflor & Charlie Jade Gutierrez & Cherilyn Sanchez & Danica Songco & Jemer Redston & Mark Bryle Devara & Marr Joseph Bucal, 2024. "Assessing the E-Commerce Sustainability Readiness: A Green Logistics Study on Online Sellers," Sustainability, MDPI, vol. 16(7), pages 1-20, April.
    4. Cristel Joy G. Cayaban & Yogi Tri Prasetyo & Satria Fadil Persada & Rianina D. Borres & Ma. Janice J. Gumasing & Reny Nadlifatin, 2023. "The Influence of Social Media and Sustainability Advocacy on the Purchase Intention of Filipino Consumers in Fast Fashion," Sustainability, MDPI, vol. 15(11), pages 1-20, May.
    5. Jui-Che Tu & Ching-Fen Hsu & Kharisma Creativani, 2022. "A Study on the Effects of Consumers' Perception and Purchasing Behavior for Second-Hand Luxury Goods by Perceived Value," Sustainability, MDPI, vol. 14(16), pages 1-18, August.
    6. Florin Vaduva & Luiela Magdalena Csorba & Dan-Cristian Dabija & George Lăzăroiu, 2024. "The Impact of Public Policies and Civil Society on the Sustainable Behavior of Romanian Consumers of Electrical and Electronic Products," Sustainability, MDPI, vol. 16(3), pages 1-16, February.

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