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

Hyejune Park and Youn-Kyung Kim

Journal of Retailing and Consumer Services, 2016, vol. 29, issue C, 114-122

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.

Keywords: Sustainability; Sustainable fashion; Fast fashion; Brand loyalty; Brand trust; Brand affect (search for similar items in EconPapers)
Date: 2016
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Citations: View citations in EconPapers (24)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:29:y:2016:i:c:p:114-122

DOI: 10.1016/j.jretconser.2015.11.013

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