article (37th)

Overall, this research provides significant and beneficial contributions from both academic and managerial perspectives. From a theoretical standpoint, this study supports using the TBL framework to understand consumers’ perceptions of fashion brand sustainability. The findings also further our understanding of a consumer’s perception of a fashion brand’s sustainability and its role in forming brand relationships for fast fashion brands as well as sustainable fashion brands. From a managerial perspective, this study also emphasizes the point that consumers perceive economic, environmental and social sustainability from fashion brands, whether they are fast or sustainable brands. Consequently, fashion firms must work toward meeting all three pillars of sustainability to achieve strong sustainability (Molthan-Hill 2014). The failure of a firm to fully incorporate these three pillars of sustainability in its business may inflict significant damage to its brand image as well as the way its customers perceive its ongoing sustainability efforts.