Customer-Centric Sustainability's Effect on Brand-Customer Relationships

Abstract

The study on customer-centric sustainability is expanded in this paper. It assesses how fast fashion customers view the social, environmental, and economic sustainability of firms. It also examines how consumer views of sustainability are impacted by aspects of the customer-brand relationship, such as trust and affective and ongoing commitment. Multivariate regression analysis is used in the study to examine survey responses from 228 consumers of fast fashion.

Key findings show that while economic and social sustainability drove affective commitment, all sustainability components positively impacted brand trust. Intentions to preserve long-term brand partnerships were also enhanced by brand trust.

These findings demonstrate the importance of incorporating customer-focused sustainability into the strategies of fast fashion brands. They contend that through fostering a greater sense of emotional connection, trust, and brand loyalty among target audiences, environmental initiatives may enhance brand equity. Theoretical and practical implications for corporate responsibility, communications, and branding in the context of fast fashion are further discussed.