Effects of Sustainable Marketing on Fast Fashion Shoppers’ Perception and Behavioral Inertia

Abstract

The integration of sustainability as a theme, either explicitly or in more subtle formats and techniques, is becoming increasingly prevalent within the realm of marketing and brand communication. The purpose of this study is to examine the effects of two different sustainable marketing initiatives employed on the website of a prominent fast fashion brand on consumer perceptions and intentions to modify their shopping behavior. The examination focuses on understanding the nature and extent of shoppers’ responses to these marketing initiatives. Given the complexity of consumer perceptions, 100 semi-structured interviews with shoppers in the field were conducted to better understand the phenomenon under research. We transcribed shoppers’ responses and conducted a qualitative content analysis of their self-reports. Our results show that fast fashion shoppers demonstrate a spectrum of responses. Sustainable marketing initiatives that enable consumers to be actively involved were perceived more positively. In conclusion, it can be inferred that fast fashion brands engage in sustainable marketing primarily to cultivate positive emotions and assuage ethical concerns among consumers, thereby fostering brand loyalty and customer retention.

Keywords

• fast fashion
• ethical purchasing gap
• sustainable marketing
• corporate social responsibility
• brand loyalty