Do fast fashion sustainable business strategies influence attitude, awareness and behaviours of female consumers?

Author:

Hageman Eva1ORCID,Kumar Vikas2ORCID,Duong Linh1ORCID,Kumari Archana1ORCID,McAuliffe Eileen2ORCID

Affiliation:

1. Bristol Business School University of the West of England Bristol UK

2. Faculty of Business, Law and Social Sciences Birmingham City University Birmingham UK

Abstract

AbstractIn recent years, the fashion and textile industries have come under pressure to manage customer expectations. Previous research has shown that female consumers tend to buy more clothing than male consumers and are understood to care more about fashion. However, existing studies that have focused on understanding consumer attitudes toward sustainable fast fashion consumption have not been particularly explored from the female consumer's perspective. Neither have they attempted to explore the impact of sustainable business strategies on purchasing behaviour. This study attempts to bridge this gap and focuses on exploring the attitude and purchasing behaviour of female consumers driven by sustainable business strategies of fast fashion firms. The research findings are based on responses from 155 female consumers, followed by interviews to triangulate the findings. The results show that female consumers are sustainably conscious and aware of the sustainable initiatives of fast fashion companies. Furthermore, the study indicates that female consumers' attitudes and purchasing behaviour are both (unconsciously) influenced by the sustainable initiatives of fast fashion companies. Therefore, fast fashion companies should investigate how their sustainable initiatives and strategies influence the female consumer in terms of attitude and purchasing behaviour. This study thus adds to the limited empirical studies investigating female consumers' attitudes, awareness and purchasing behaviours.

Publisher

Wiley

Subject

Management, Monitoring, Policy and Law,Strategy and Management,Geography, Planning and Development,Business and International Management

Reference79 articles.

1. Greenwashing and sustainable fashion industry

2. Luxury product to service brand extension and brand equity transfer

3. Sustainable clothing: Why conspicuous consumption and greenwashing matter

4. BBC. (2015).Waiting for the sea. Available from:https://www.bbc.co.uk/news/resources/idt-a0c4856e-1019-4937-96fd-8714d70a48f7[Accessed 13 November 2020].

同舟云学术

1.学者识别学者识别

2.学术分析学术分析

3.人才评估人才评估

"同舟云学术"是以全球学者为主线,采集、加工和组织学术论文而形成的新型学术文献查询和分析系统,可以对全球学者进行文献检索和人才价值评估。用户可以通过关注某些学科领域的顶尖人物而持续追踪该领域的学科进展和研究前沿。经过近期的数据扩容,当前同舟云学术共收录了国内外主流学术期刊6万余种,收集的期刊论文及会议论文总量共计约1.5亿篇,并以每天添加12000余篇中外论文的速度递增。我们也可以为用户提供个性化、定制化的学者数据。欢迎来电咨询!咨询电话:010-8811{复制后删除}0370

www.globalauthorid.com

TOP

Copyright © 2019-2024 北京同舟云网络信息技术有限公司
京公网安备11010802033243号  京ICP备18003416号-3