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Dual business
Exploring the level of and consumer
sustainability awareness among perspective

consumers within the fast-fashion

clothing industry: a dual business
and consumer perspective Received 29 April 2021
Revised 2 August 2021
Accepted 2 October 2021
Maria Papadopoulou, Ioanna Papasolomou and Alkis Thrassou
Department of Marketing, University of Nicosia, School of Business,
Nicosia, Cyprus

Abstract
Purpose – Adding to competitive dynamics and sustainability literature, this paper aims to examine the
implementation of environmental protection and sustainability initiatives within the European fast-fashion
clothing industry from the perspectives of Generation X and Y consumers. The study primarily investigates
whether consumers’ level of environmental consciousness impacts their purchase decisions and consumption
behaviour and the consequent strategic competitiveness effects on businesses.
Design/methodology/approach – The methodological approach relied on multiple data collection
methods. In the first stage of the study, the researchers analysed the content of the official websites of two of
Europe’s leading fashion firms. In the second stage, a quantitative research approach was aimed at revealing
the perceptions, attitudes and purchase behaviour of Generation X and Y consumers towards the two fashion
houses and their brands.
Findings – Although European fashion manufacturers invest in sustainability and engage in
environmental protection, their marketing efforts need to be more effectively managed and targeted towards
their target consumer markets. The level of engagement and sensitivity of each generational group towards
sustainability issues varies. Each group’s environmental consciousness, motivation and response is shaped
by distinct characteristics, which, in turn, create implications for the effectiveness of sustainability efforts
towards differentiation and competitiveness. Overall, consumers engage in environmental initiatives but
ignore the corporate initiatives pursued by the two fashion firms and did not view them as sustainable
brands.
Originality/value – The study explores the effectiveness of sustainability and environmental protection
orientation as business competitive strategies in the light of environmental turbulence and social changes
impacting the fast-fashion clothing industry and its relationships with its consumer markets.

Keywords Sustainable fashion, Fast-fashion brands, Competitiveness, Consumer behaviour,

Generation X and Y consumers, Consumer attitudes and perceptions, Sustainability,
Generation Y consumers, Environmental protection, Fast fashion brands, Generation X consumers
Paper type Research paper

Introduction
We live in a rapidly changing global society, characterized by unpredictability and
turbulence. Unprecedented changes, such as the COVID-19 pandemic, have forced
businesses, societies and governments to change, among other things, business practices, Competitiveness Review: An
International Business Journal
social structures and government policies. These changes highlight the need to gain © Emerald Publishing Limited
1059-5422
competitive differentiation and a strong customer orientation (Vrontis and Christofi, 2019), DOI 10.1108/CR-04-2021-0061
CR focus on intangible assets, such as responsibility and commitment (Saeidi et al., 2015) and
ensure that business strategies are focused on shared values (Porter and Kramer, 2006), such
as ethics and sustainability. Competitive strategies that might have traditionally worked in
the past, such as cost leadership and price differentiation, may no longer be effective and
thus, businesses may require change, adaptability, creativity and innovation at an
individual and aggregate level (Festa et al., 2017) to compete successfully locally and
internationally (Rossi et al., 2014).
Undeniably, the world has changed significantly in recent times with the development of
information technology, increased mobility and access to information (Fonseca and Lima,
2015), which, in turn, have contributed to heightened competitiveness (Kowal and Paliwoda-
Pękosz, 2017). In today’s world, technology is evolving rapidly and competition is much
more significant because it is not confined within national boundaries but instead it takes
global dimensions. On the other hand, consumers’ needs and expectations are continually
increasing and changing, as they become more informed, sophisticated and variety
orientated. Businesses should respond and adapt to social and market changes, emphasizing
innovative outputs that would ultimately provide them with a competitive advantage that is
sustainable and helps them increase their market share (Ince et al., 2016; Lagumdžija et al.,
2019).
The pressure of globalization has raised social concerns related to the protection of the
environment and forced companies to use sustainability as a strategy to address their legal
and social obligations in their quest for competitiveness. Over the past few years, a
heightened concern has emerged regarding the physical environment and problems, such as
environmental pollution have raised concerns regarding the planet and its ability to sustain
humanity in the years to come (Evans et al., 2020).
Environmental, social and economic developments, such as population growth, resource
deficiencies and a growing imbalance in income distribution are among the biggest
challenges facing today’s society. According to the United Nations Environment Assembly
(Unenvironment.org, 2019), the pollution of the earth, known as environmental degradation,
is an issue that should concern societies, individual consumers, governments and
businesses. To reduce pollution and manage environmental damage, it is important to
encourage individuals and organised groups to take initiatives towards environmental
protection (Bai and Bai, 2020). Business practices related to environmental protection, such
as promoting energy efficiency and sustainable growth, improving air, water and soil
quality and preventing environmental pollution are pursued widely by corporations around
the world (Investopedia, 2020). In particular, the European Union (2016) proposed a set of
objectives to be achieved by 2050 aimed at protecting and restoring the physical
environment through the support of relevant legislation and policies (European Union,
2016). The broad goal of the European Union (EU) and national governments is to transform
Europe into a resource-efficient, green and competitive low-carbon economy by developing
and implementing policies focusing on water resources, clean air, soil quality, waste and
recycling. When businesses invest in practices related to environmental protection, they
essentially contribute towards improving the ecological environment, stimulating domestic
demand and increasing employment opportunities, which is an integral part for sustainable
development (Zhang et al., 2020). Environmental sustainability is a fundamental part of
developing a sustainable company (Porter and Kramer, 2006).
This study investigates the practices related to sustainability and environmental
protection within the fashion industry by focusing on the two leading European fast-fashion
brands, Zara and H&M. It further examines whether consumers are aware and
knowledgeable about these practices to the level which such knowledge plays a role in
purchase decisions. Sustainability within the fashion industry has been studied by several Dual business
researchers (Shen et al., 2013; De Pelsmacker et al., 2005b). The evidence from the literature and consumer
reviewed suggests that there is ambiguity in defining the concept of sustainable fashion
with several competing versions of sustainable fashion standards but undoubtedly
perspective
consumer interest in sustainable purchase decisions has increased (Shen et al., 2013).
Sustainable purchase behaviours are defined as consumers choosing recyclable products,
being socially responsible and engaging in actions to protect the environment (Fraj and
Martines, 2006).
The remainder of the paper is structured as follows: the next section provides a
theoretical background to the study, followed by the study’s focus and rational and the
methodological approach adopted to collect the empirical evidence. Then, the findings are
discussed and formed the foundation for the theoretical and managerial implications
emerging from the study. The paper concludes with the study’s limitations and suggestions
for future research.

Theoretical background
Sustainable development
Sustainable development has received increased attention among academics, policymakers
and businesses. It comes from an increased awareness of the interrelationship between the
increased environmental problems and concerns about the quality of life for today and
future generations (Smedt, 2006). The World Commission’s definition of Sustainable
Development (World Commission on Environment and Development, 2009, p. 16) states,
“Humanity has the ability to make development sustainable to ensure that it meets the
needs of present without compromising the ability of future generations to meet their own
needs”. To achieve this goal, corporations need to invest in innovation. The view that
innovation is a key driving force for sustainable development is widely accepted among
researchers, industry professionals and policymakers (Silvestre and T  îrc
a, 2019). Innovation
is a process of creating novelty and, more importantly, spreading it can be considered an
integral part of the transformation towards sustainable development (Praetorius et al., 2009).
The 2030 Sustainable Development Agenda emphasizes sustainable development and
the focus of its goals is equally on “innovation in development” and “innovation for
development”. Innovation involves new or improved technological products and processes,
new forms of social implementation and organization (UNCTAD, 2017). In the 2030 Agenda,
science, technology and innovation have been recognized as the main driving forces behind
productivity gains and long-term key leverage for economic growth and prosperity and they
are vital for environmental sustainability (Giovannini et al., 2015).
The modern sustainability or environmental, movement can be traced back to Rachel
Carson (1962). But the concept came to the fore with the Brundtland Report, published in the
1980s (Garren and Brinkmann, 2018). The Brundtland Commission (1984–1987), also known
as the World Commission on Environment and Development, issued a set of guidelines
outlined in the 1987 Brundtland report aimed at guiding the world’s nations towards
sustainable development.
Sustainable development focuses on: “meeting and satisfying the needs of the present
generations without compromising the ability of future generations to meet their own
needs” (Brundtland Commission, 1987). According to Munier (2005), sustainable
development is founded on the following three core principles:
(1) The development of economic growth, social progress and environmental
protection,
CR (2) The necessity to engage in action in the present to meet the needs of present
generations and
(3) The necessity to adopt a long-term orientation to safeguard the planet and the well-
being of future generations. Waas et al. (2011) suggested that sustainable
development can be more effectively understood in the context of the economy, the
environment and society, while Kaswan et al. (2015) supported that, at the heart of
the concept, is striving to achieve a balance between satisfying the needs of present
consumers without compromising the needs of future generations.

Riley (2017) argued that both individuals and organizations must accept their
responsibilities for the damage they have caused to the physical environment and thus, they
must help restore it. There are three drivers that motivate companies to respond to
environmental issues, namely, legitimation, responsibility towards the environment and
competitiveness (Bansal and Roth, 2000). Battaglia et al., 2020) argue that sustainable
development, depends not only on governments and corporations engaging in practices that
are conducive to it but also most importantly, individuals engaging in behaviour that
promotes and protects the long-term interests of the society and environment (Fraj and
Martines, 2006). Bai and Bai (2020) also highlight the importance of individuals developing
responsible behaviour towards the environment.

The textile and fashion industry

The textile industry is part of the manufacturing industry and it focuses on the production
and manufacture of yarn, fabrics and clothes and uses processes of either natural fibres or
man-made fibres (The Columbia Electronic Encyclopedia, 2020). According to the European
Commission (2016a, 2016b) the industry as follows:
covers a range of activities from the transformation of natural or synthetic fibres into yarns and
fabrics, to the production of a wide variety of products such as hi-tech synthetic yarns, bedlinens,
industrial filters and clothing.
It is a strong industry and it plays a significant role in the EU manufacturing sector,
employing 1.7 million European citizens and generating an annual turnover of e166bn.
Moreover, the industry contributes approximately e61bn to the European economy in terms
of exports (EURATEX, 2020).
China is the leading country in textile production, with approximately US$120bn in
exports in 2019 (Statista, 2019) while, Italy, France and Spain are the leaders in terms of
setting fashion trends and leading changes and developments in the whole industry (Dicker,
2016). The fashion industry’s big names are in fact the European brands, Zara and H&M,
which are driving the production of apparel. Production is mostly outsourced in developing
countries, for example, H&M’s two main suppliers are in China and Bangladesh. Based on
revenue figures from the company’s financial year 2019, Spain-based retailer Zara (Inditex)
ranked as the leading fast-fashion company in Europe with a total revenue worldwide in
2019 of 22,544 (in million GBP) and in the second place is H&M with 16,829 (in million GBP)
(www.statista.com, accessed 25 July 2021). Germany and Portugal are also leaders in the
production of textiles (Investineu.com, 2010). In Germany, the textile industry is the second
biggest sector after the food industry while Portugal’s textile industry constitutes the
biggest sector, contributing 12% in export revenues (Investineu.com, 2010).
Even though the textile industry has set specific goals, such as environmental protection
and sustainability and the improvement of consumers’ health, safety and quality of life
(Stylios, 2004), the sector relies heavily on natural resources, such as water, chemicals and
fuel traditionally used in bleaching, dyeing or scrolling (Desore and Narula, 2018. Dual business
Consequently, it is often criticized for causing environmental problems, such as water and consumer
pollution, dust emission and volatile organic compound emission (Roy et al., 2020; Desore
and Narula, 2018; Colucci and Vecchi, 2021) advocate that fashion is widely perceived as one
perspective
of the most polluting and destructive industries to the environment and is a resource-
intensive industry in which there are myriad opportunities to reduce environmental impacts.
Similarly, Brydges (2021) claims that the fashion industry is one of the most wasteful
consumer industries globally, as the advent of fast fashion – trendy, low-cost clothing
produced by global fashion brands – clothing has turned from a durable good to a daily
purchase. Fast-fashion brands produce products that transfer the newest style to the high
street market as quickly as possible. Their priority is to optimize the supply chain to ensure
that products are designed and produced quickly and inexpensively, to allow the
mainstream consumer to purchase current clothing styles at a lower price. This has created
a clothing culture, which even though it was once predisposed towards the making of
products that were more expensive but more durable, to items that are now disposable and
characterized by minimum attention to quality and craftmanship (Cline, 2012). This has
primarily been the result of technological advances and the globalization of production
which subsequently led to the growth of fast fashion, making the latest trends available to
mass consumers by emphasizing speed in production and distribution, as well as affordable
prices (Ertekin and Atik, 2020). The present levels of production and consumption in fashion
result in serious ecological and social consequences. Intense criticism and empirical research
in the area raised concerns regarding, for example, the challenges associated with climate
change, the scarcity of natural resources and the overuse of chemicals as already pointed out
in the discussion (Ertekin and Atik, 2020; Ertekin and Ozdamar, 2016).
Undeniably, the sustainability challenges of the fashion industry are multiple often
interrelated and, in their majority, complicated to address and solve. It is vital to understand
the role, impact and responsibility of the various actors involved in the production and
consumption of fashion in solving these sustainability challenges.

Sustainability in fashion, environmental consciousness and consumer awareness

The terms green fashion, ethical fashion and sustainable fashion are often used
interchangeably to refer to the same concept (De Pelsmacker et al., 2005a; Moisander, 2007;
Newholm and Shaw, 2007). In her work Matusªovi^cova (2020) uses the term “slow fashion”
to refer to the slow process of production, purchase, use and subsequent disposal.
Irrespective of the label given to it, the concept of sustainable fashion aims at increasing the
lifespan of clothes with an emphasis on quality and longevity and not quantity and transient
trends. Sustainable fashion is defined as clothing that encompasses fair trade principles
with sweatshop-free labour conditions; that is not harmful to the environment or workers
though the use of biodegradable and organic cotton and designed for long-term use; that is
produced in an ethical production system, if possible, locally; that causes little or no
environmental impact and makes use of eco-labelled or recycled materials (Fletcher, 2008;
Joergens, 2006).
These new policies highlight the necessity for manufacturing firms such as textile
manufacturers to align their practices with the changes in the legal framework.
It is important to note that sustainable fashion encompasses the “green” and “ethical”
dimensions of fashion, with the “green fashion” focusing on environmental issues such as
the utilization of recycle materials and biodegradable fibres and the “ethical fashion”
focusing more on the fair-trade principles and the creation of a system that does not use
sweatshop labor. Both aspects enrich the concept in scope but in practice make its
CR management and implementation challenging and conflicting. For example, Shen et al.
(2013) emphasize the need for having clear standards, as, without these, monitoring can be
difficult. The review of the literature revealed five standard criteria emerging as the pillars
of sustainable fashion and these are as follows:
(1) Whether the product is locally made.
(2) Whether it is ethically produced.
(3) Whether it incorporates recycle materials.
(4) Whether it uses organic and naturally produced materials.
(5) Whether it is made for long-term use (Yip, 2010).

The increased interest in sustainability led to the growth of academic and empirical studies
in the consumer behaviour literature, especially after the early 1980’s when the concept was
embraced by policymakers in the early 1980’s. Hilton (2003), described the concept as the
third phase or “wave” in consumerism. Sustainability impacts buying decisions and
behaviour and has become one of the criteria consumers often use when choosing among
alternative brands. Most prior academic work on sustainability is conceptual in nature
(Clark, 2008; Beard, 2008). Empirical studies focusing on sustainability as a central theme in
consumer’s fashion choices has increased (Shen et al., 2013; Austgulen, 2016). Gupta et al.
(2019) postulate the view that sustainability requires the collective effort of different
stakeholders at the macro level while others argue the importance of consumers’ active
involvement in attaining sustainable consumption (Giesler and Veresiu, 2014).
The body of empirical work on sustainable fashion and consumer behaviour has
increased over the years. Several studies have focused on consumer attitudes and
consumers’ final decision-making concerning sustainable brands. For example, Pears (2006)
examined wasteful fashion consumption to find ways to increase awareness and encourage
consumers towards sustainable consumption practices. Beard (2008) explored the factors
that contribute to the popularity of ethical fashion and the lifestyle, as well as societal
indicators impacting consumer behaviour in purchasing eco-fashion brands. There is also a
growing body of literature on the “green” dimension of sustainable fashion.
For example, a study carried out in Hungary by Benedek and György (2013) among
environment-conscious consumers revealed that older female consumers were significantly
more environmentally conscious than other consumer groups with different demographic
features. Alsmadi (2008), explored the attitudes of Jordanian consumers regarding their
current environmental consciousness and their willingness to adopt environmentally
friendly consumption behaviour. The study showed that, although consumers were
generally concerned about the environment and had high environmental consciousness,
their pro-environmental attitudes were not strong enough to turn good intentions into actual
purchase behaviour.
Evidence also shows that demographic factors, such as age, impact consumers’ attitudes
and behaviour of sustainable fashion. A study by Morrison and Beer (2017) sought to
investigate which generation group is the most pro-environmental in its purchase
behaviour, as this has important implications for the marketing of pro-environmental
products. Their study revealed on the relationship of environmental awareness and age
showed that as awareness increases with age, reaches a peak in early to late middle age and
then declines with older groups of consumers. Another study showed that middle-aged
consumers are more likely to have knowledge of the impact of their purchases on the
environment and are most likely to value the importance of the products that they buy and
the environmental impact of their purchases. Middle aged consumers are also more likely to
favour eco-labelling. Jain and Kaur (2006) suggested that, although a handful of studies Dual business
identify a non-significant relationship between pro-environmental consciousness and age, and consumer
most studies indicate younger consumers. Some studies separate the dependent variable
into environmental knowledge, attitudes and behaviour (Diamantopoulos et al., 2003).
perspective
Diamantopoulos et al. (2003) uncovered only two out of 33 studies with significant
relationships between age and environmental knowledge. However, their own empirical
work showed that younger consumers were slightly more likely to have greater
environmental knowledge than older consumers. Rizkalla and Erhan’s (2020) study among
Millennial consumers that showed among others the need to create awareness and concern
for environmental problems and emphasize the consumers’ importance and participation in
addressing environmental problems.
Shen et al. (2013) argue that the final consumers are often excluded from the debate that
focuses on developing business practices that promote sustainability, even though they play
a critical role in its successful implementation. How can businesses encourage consumers to
actively engage in the sustainability movement and adopt attitudes and behaviour
conducive to it? Several studies revealed that even though consumers may generally have
positive attitudes towards sustainable brands, they often do not buy them (Nicholls and Lee,
2006; McDonald et al., 2009; McDonald and Oates, 2015). This tendency is known as “the
attitude-behaviour gap” (Arbuthnott, 2009; Yates, 2008).
This gap between consumer attitudes and their actual behaviour deserves further
investigation and it is in fact one of the key motivations for this study. Previous studies
pointed to different factors as the ones contributing to this discrepancy. For example,
Joergens (2006) stipulates that one possible factor may be the plethora of garments at low
prices in the market which often leave consumers with little choice and minimum resistance
of not buying them. Bray et al. (2011) discovered that demographic variables, such as
gender, age, moral maturity, price sensitivity and personal experience are contributing to
this gap. Often consumer’s lifestyle (Connolly and Prothero, 2003) and other factors (D’Souza
et al., 2006), such as a person’s values affect their purchase choices.

The study’s focus and rational

The study was driven by a research interest in uncovering those factors that lead to such an
attitude-behaviour discrepancy. Previous studies explored various factors but the one that
has so far received little attention is the awareness of sustainable fashion. Awareness is a
prerequisite for adoption, and thus awareness of sustainability should be naturally explored.
Rogers argues that before consumers take the decision to adopt an innovation, they first
need to be aware and knowledgeable about the innovation. Several authors adopted the
innovation-adoption model in exploring consumer adoption of innovative products and
services, such as internet banking and online shopping (Aldas-Manzano et al., 2009). Thus,
in our context of the study, when consumers make a sustainable fashion decision it is the
outcome of awareness and knowledge about the brand.
Given the above background, the purpose of the study was twofold as follows:
(1) To investigate whether fast-fashion brands engage in sustainable fashion
practices.
(2) To explore whether consumers are knowledgeable enough about sustainable
fashion brands, in this case, Zara and H&M, to the level which their knowledge
and awareness impacts their purchase decisions.

Specifically, the objectives of this study are as follows:

CR
To explore the type of sustainable fashion practices and initiatives pursued by the
two leading European fashion brands, Zara and H&M.

To examine consumers’ awareness of sustainable fashion.

To investigate the differences between the two generation groups regarding
purchase behaviour of sustainable brands.

We adopted the view that age influences people’s attitudes and behaviour, thus impacting
purchase behaviour and consumption patterns. An individual’s age is one of the most
common predictors of differences in attitudes and behaviour regarding a multitude of issues
ranging from social policy to consumption patterns. Age indicates two important
characteristics concerning the individual, namely, their stage in the life cycle and their
membership in a group of individuals born at the same time. Everyone that belongs to a
specific generational group develops unique characteristics regarding psychographics and
demographics compared to generations prior to them (Shams et al., 2020). According to
Shams et al. (2020), a group’s members tend to have similar behaviours but are different
from the behaviours of consumers of other generations.
Generations are often used to group age cohorts and each generation lasts approximately
15–20 years. The Pew Research Center uses generational analysis to track the same groups
of people on different issues, behaviours and characteristics. The present study focuses on
exploring the attitudes and behaviours of Generation X and Y (Millennials) consumers
towards sustainable fashion. The Millennial generation consists of consumers who were
born after 1980, whereas Generation X consumers were born between 1965–1980 (Pew
Research Center analysis of Census Bureau, 2021). Values guide human behaviour, which, in
turn, can take various forms, such as green product consumption, adoption of a sustainable
lifestyle and environmental advocacy.
The heightened consumer awareness and concern towards issues, such as climate
change, animal welfare and fair trade have undoubtedly put pressure on the businesses for
greater accountability, responsibility and responsiveness towards the environment (Troudi
and Bouyoucef, 2020). Based on the existent literature the present study sought out to build
on previous empirical evidence regarding ethical and socially responsible business practices
(Papasolomou-Doukakis et al., 2005).
Environmentally conscious shoppers no longer must look far to identify sustainable
options that will satisfy their consumption needs and reflect their values, as fashion brands
increasingly adopt practices to foster change and innovation to achieve greater
environmental and social integrity.

Research methodology
The present research study follows the principles of the post-positivism paradigm. Post-
positivism is “a revised form of positivism that addresses several of the more widely known
criticisms of quantitative orientation and yet maintains an emphasis on quantitative
methods” (Wang et al., 2007, cited by Kankam, 2019, p. 87). The research study could be
described as “mixed research with an emphasis on quantitative methodology” (Johnson and
Christensen, 2019, p. 32), thus using methodological triangulation for exploring the research
questions. Based on that, post-positivism seems to be the most appropriate research
paradigm for this research. One of the main attributes that distinguishes this paradigm from
others is that it “suggests that knowledge is not neutral and that all knowledge is socially
constructed” (Henderson, 2011, cited by Kankam, 2019, p. 87). In other words, post-
positivism is founded on the principle that determining the truth by using one perfect
approach, is not applicable (Davies and Fisher, 2018). Therefore, for a deeper understanding
of the world, this research paradigm stipulates the use of a combination of approaches Dual business
(Johnson and Christensen, 2019). and consumer
As previously stated, the overarching research aim of the present study was to as
follows:
perspective

Explore the implementation of environmental protection and sustainability
initiatives within the European fast-fashion industry from the perspectives of
Generation X and Y consumers.

Determine whether the consumers’ level of awareness impacts their purchase
decisions and consumption behaviour and the consequent strategic competitiveness
effects on businesses.

Based on the study’s research aim and by drawing evidence from the relevant literature,
seven hypotheses were developed and then tested based on empirical evidence. For example,
H1 (H1), focuses on shedding light onto existing sustainable fashion practices pursued by
Zara and H&M, as several studies (Ravi and Ray, 2014; Cummings et al., 2020), revealed a
growing emphasis by businesses.
The study used two research instruments to collect data over a two-month period
(February and March 2021). The first one was content analysis, which retrieved data from
the official websites of the two fast-fashion clothing manufacturers, Zara and H&M aimed at
examining the strategies developed by the two corporations in relation to environmental
protection and sustainability. Content analysis is based on the belief that texts contain data
that, when analysed, could lead to valuable insights regarding topics (Kondracki et al., 2002,
cited by Kleinheksel et al., 2020). Therefore, content analysis was aimed at enabling the
researchers to reveal information regarding the environmental protection and sustainable
development strategies of the two firms, such as textile recycling, reduction of waste and
resources management.
The second research instrument was a questionnaire, which was developed to examine
the level of awareness, perceptions, attitudes and behaviour of Cypriot consumers towards
corporate initiatives and strategies linked to sustainable development. The questionnaire
developed includes 40 close-ended and open-ended questions. The two age groups were
selected, as age influences people’s attitudes and behaviour and impacts purchase behaviour
and consumption patterns. The study aims at determining which generation group is most
environmentally conscious. The sample included a total of 50 consumers living in Cyprus,
25 from each age group, with an average consumer income at e2,025 (Statistical Service of
the Republic of Cyprus, 2020). Quota non-probability sampling technique was used based
primarily on time and cost limitations. The questionnaire was disseminated through social
media platforms, LinkedIn and Instagram and the data analysis was carried out by using
statistics software (or PSPP).
Table 1 presents the research questions, objectives and hypothesis of the study.

Data analysis, research findings and discussion

H1. Sought to explore whether Zara and H&M engage in sustainable fashion.

Content analysis of Zara’s official website

In the case of Zara, the content analysis was based on the official website of Zara (zara.com)
and the official website of the mother company Inditex (Inditex.com). The Inditex website
CR
Research questions
Is the textile industry actively
engaging in sustainability and
environmental protection and if this is
the case then, what are the core
strategies that manufacturers have
developed and implemented towards
this corporate goal?
Are these strategies towards
sustainability and environmental
protection impacting consumer
behaviour? If yes, in what ways?
Are the manufacturers seeking to
encourage consumers to engage and
respond to this effort and if they are,
what activities do they use to achieve
this?
Table 1.
Research questions,
objectives and
hypothesis of the
study
Objectives
(1) Examine whether European
manufacturers of textile and
clothing are actively involved
in environmental protection
and sustainable development
by carrying out a detailed
review of the current literature
in the area
(2) Carry out a content analysis
of the official websites of two of
the biggest European textile
and clothing manufacturers,
Zara and H&M, to identify
whether there is evidence of
organizational engagement in
environmental protection and
sustainable development
(3) Explore the perception and
attitudes of Generation X and
Millennials consumers towards
the Zara and H&M brands in
terms of the brand’s
engagement in environmental
protection and sustainable
development
(4) Establish whether the
consumer’s level of knowledge
of the brand’s involvement in
environmental protection and
sustainable development
initiatives affects their
purchase behaviour and brand
loyalty
(5) Establish whether
Generation X and Millennial
consumers respond and engage
in corporate initiatives
launched by the Zara and H&M
brands towards sustainable
development and
environmental protection
Hypothesis
H1: European manufacturers of
textile and clothing are
implementing practices
regarding environmental
protection and sustainable
development
H2: Generation X and
Millennial consumers are
unaware that the official
websites of the Zara and H&M
brands use the company’s
website to create awareness
regarding initiatives towards
environmental protection and
sustainable development
H3a: Although Generation X
consumers recognize that the
Zara and H&M brands engage
in environmental protection
and sustainable development
which they value, they will buy
other brands instead because
they find them more
fashionable
H3b: Although Millennial
consumers recognize that the
Zara and H&M brands engage
in environmental protection
and sustainable development
which they value, they will buy
other brands instead because
they find them more
fashionable
H4: Consumers that are aware
of the brand’s involvement in
environmental protection and
sustainable development
initiatives are more brand loyal
and they tend to choose those
brands
H5: Generation X and
Millennial consumers neither
respond nor engage in
corporate initiatives launched
by the Zara and H&M brands
towards sustainable
development and
environmental protection
(continued)

Research questions
Are consumers responding positively
or negatively to the manufacturers’
efforts towards sustainability and
environmental responsibility?
Objectives
(6) Determine which generation
group of consumers tends to be
more actively engaged with
actions addressing climate
change, sustainable
development and
environmental protection
(7) Determine whether
sustainably minded consumers
strive to manifest their ethical
values with purchasing
sustainable/eco-friendly brands
Dual business
Hypothesis
and consumer
H6: Between Generation X and perspective
Millennial consumers,
Millennials tend to be more
actively engaged with actions
addressing climate change,
sustainable development and
environmental protection
H7: Sustainably minded
consumers do attempt to
denote their ethical values with
purchasing sustainable/eco-
friendly brands Table 1.

has a section entitled “Our Commitment to the Environment” (Inditex.com, 2020b),

highlighting their dedication to water protection, climate change and biodiversity.
In terms of water protection, the company is dedicated to:

“Reduce water use and improve water efficiency in our own manufacturing, in our
stores, offices and facilities (last year, it decreased 9%).

Improve water management in our supply chain for cleaner, more efficient usage.

Achieve zero discharge of hazardous chemicals in the making of our products by
2020.

Raise awareness among consumers about how we use water to make our products.

Monitor and be transparent about our progress.

Continue working with partners, suppliers, customers, retailers and other
stakeholders to achieve fully sustainable water management.” (Inditex.com, 2020b).

The company has built “eco-stores”, which “use at least 20% less electricity and 40% less
water than conventional stores” (Inditex.com, 2020a). Eco-stores demonstrate the company’s
effort to contribute towards environmental protection and its interest in sustainable
development by trying to reduce water and energy consumption. The development of Eco-
stores combines various “technologically innovative systems”, such as automatic motion
sensors, LED lighting, dim lighting programmes, climate analysis and many more (Inditex.
com, 2020a) as follows:
“All Zara stores in the world are eco-efficient since 2019”.
“Our flagship eco-stores are beacons of best practice throughout our business and one of the
most visible indicators to our customers of our commitment to environmental
sustainability” (Inditex.com, 2020a).
The company intends to become sustainable and efficient by 2023, by ensuring that their
practices will not have negative consequences on the environment.
“We want to close the loop and move towards a circular economy – developing a complete and
efficient life cycle for our products, in which nothing goes to waste.”
“By 2023, one of our aims is no longer send anything to landfills from our own headquarters,
logistics centres, stores and factories” (Inditex.com, 2020b).
CR Zara aims at protecting the environment by implementing change throughout their
operations and emphasizes its commitment to reduce plastic by focusing on replacing
single-use plastic throughout their operations.
“We are committed to reducing our consumption of plastic, including the plastic we provide our
customers as well as the plastic we use during transportation to protect our garments and ensure
quality”.
“We are committed to eliminating all single-use plastics that reach our customers by 2023,
redesigning all our packaging so they are made from recyclable and recycled plastics” (Zara.
com, 2020).
The company is also committed towards using recycling practices throughout the supply
chain process:
“As part of our commitment to promote recycling, we want all our polyester garments to be
recycled by 2025 and all the materials we use to transport our garments throughout our supply
chain to be recycled and contain recycled materials”.
There is also an emphasis on using recycled materials in packaging:
“The bags we use in our stores and the boxes we use for our online orders are made of recycled
paper and cardboard”.
“The use of recycled raw materials such as recycled polyester, wool or cotton decreases the
consumption of virgin raw materials, reducing the consumption of water, energy and
natural resources” (Zara.com, 2020).
The “Clothes Collection Programme” is aimed at encouraging consumers to recycle
clothes:
“Through our Clothes Collection Programme, we collect the clothes that our customers no
longer use and give them a second lease of life through reuse or recycling” (Zara.com, 2020).
Zara emphasizes sustainability and environmental protection turning these into core
corporate values which shape the company’s vision and mission. The company is
committed to promoting initiatives, such as recycling, efficiency and reduced consumption
of water, plastic and other materials and it uses online communication to build the identity
of the corporate brand.

Content analysis of H&M’s official website

“Sustainability” is a core element in H&M’s corporate strategy aimed at achieving
organisational change. Sustainability is encapsulated in the “Let’s Change” strategy,
highlighting the company’s intention to change the sector: “It’s time to change fashion”
(H&M, 2018f). One of the initiatives that are integral to the firm’s mission to reinterpret its
mission in the sector and focus is “Bottle2fashion”, which “turns bottles that were destined
for landfills or oceans into fashion” (H&M, 2018c).
“We also want to tackle our own plastic problem: finding alternatives to conventional
polyester (a kind of plastic) to make more sustainable, affordable kids wear” (H&M, 2018c).
The company is also emphasizing innovation as a competitive strategy. In particular, the
firm has adopted sustainable innovation in an era characterised by economic, business and
territorial competition. The company aims at changing what is already known and practised
in the fashion industry by investing in innovation and technology:
“By investing in new technological solutions, we aim to change the way we make, use and say
goodbye to clothes” (H&M, 2018c).
H&M aims at making fashion more sustainable by switching their consumption of cotton to Dual business
organic cotton, which, according to their statements, is a more sustainable way to produce and consumer
cotton clothing, without the consequences that conventional cotton has on the environment,
one of which is extensive usage and consumption of water:
perspective
“Organic cotton needs 62% less energy and 71% less water usage compared to conventional
cotton”.
“We’re the world’s biggest users of organic cotton” (H&M, 2018e).
The company is determined to implement environmental protection and sustainable
development in the way textiles are used and garments are produced. H&M is, in fact, the
number one user of organic cotton worldwide, suggesting that the company is determined to
lead the textile/fashion industry towards a more sustainable future. The company’s focus on
achieving sustainability through innovative practices is its emphasis on finding innovative
resources that are more sustainable, such as vegan leather. This innovation is called Vegea
or “the grape leather” (H&M, 2018d).
“As well as being animal-friendly and free from solvents, no heavy metals or other
harmful substances are involved in the process of turning discarded grape skins, stalks and
seed into beautiful vegan leather” (H&M, 2018d).
H&M has also replaced plastic bags with bags made of recycled paper (H&M, 2018c).
This initiative aims at cleaning up the environment from unnecessary plastic disposals.
“If you step into one of our stores, you won’t find any plastic bags because we’ve replaced them all
with paper ones. We also have cute, reusable shopping bags in organic cotton or recycled
polyester”.
The company urges its website users to visit H&M stores and engage in behaviours that
support sustainability, such as use reusable organic cotton bags, recycle and choose clothes
made of organic cotton or vegan leather.
“Things like how often you wash your clothes or if you toss them in the trash instead of recycling,
have an effect.”

“Don’t want it? Recycle.”

The company’s website gives information on how to wash, dry and make clothes more
durable, as part of the “Take Care” concept (H&M, 2018b). H&M’s attempt to involve their
customers in their commitment towards sustainable development is further supported by an
effort to encourage them to recycle the garments that they no longer want or need and take
them to any H&M store worldwide. Their Garment Collecting programme, which started in
2013, aims at motivating customers to adopt a lifestyle that supports sustainable practices
and protects the environment. The firm’s commitment towards sustainable development
and environmental protection is based on efforts to switch to new approaches and solutions,
such as being animal-friendly, not using harmful ingredients and using vegan leather. H&M
has adopted a proactive approach towards environmental protection and sustainable
development and it uses innovative approaches to achieve organisational change, as well as
lead the entire fashion sector into a new era.
The results of the content analysis showed that there are both similarities and differences
in the approach and practices pursued by the two fast-fashion brands towards
sustainability. Both brands have launched initiatives that reflect the “green” dimension of
fashion sustainability and are founded on the principles of the following three R’s: reduce,
reuse and recycle. For example, Zara has launched the Clothes Collection Programme that is
CR aimed at encouraging consumers to recycle clothes. H&M has introduced the Garment
Collecting programme that encourages customers to adopt a lifestyle that embraces
sustainability and sustainable behaviours. The brand has also switched their consumption
of cotton to organic cotton and replaced plastic bags with bags made of recycled paper.
However, the evidence suggests that H&M takes a more active stance towards innovation
and Research & development. An example is the brand’s investment in finding and using
innovative practices that are also sustainable, such as the production of vegan leather from
discarded grape skins, stalks and seeds.
Another key difference is that H&M takes a proactive approach towards encouraging
consumers to choose and buy sustainable fashion items or support sustainability initiatives
through in-store promotion initiatives. Both fast-fashion brands rely primarily on the use of
Internet Marketing. Their websites are essentially the key promotion tool used to create
awareness regarding sustainable fashion practices and initiatives. It seems that
sustainability efforts are not supported by an integrated marketing communications
approach which could have essentially supported internet marketing with other promotion
tools that are used by each customer segment for retrieving information about brands,
entertainment and communication such as social media. In the face of cluttered conditions,
firms need to be heard but with a “clear and sound voice”. They are both introducing new
market offerings that are sustainable but they need to invest in a dynamic and holistic
marketing communications strategy to instill new attitudes and position their brands based
on different, more enduring values. Their approach to marketing communications needs to
be multi-facet to achieve the desired customer responses.

Survey findings and discussion

From a total of 48 respondents who completed the questionnaire, 35 were women and 13
were men as follows:

H2. Sought out to discover whether Generation X and Millennial consumers are
unaware of Zara and H&M initiatives towards sustainability.
Most respondents from both age groups stated that they are unaware of initiatives and
practices pursued by the two brands towards sustainable fashion. Consumers usually
access a website to view products, find information about products and search store
locations. Most participants claimed that they never spent time on gaining knowledge about
H&M’s or Zara’s sustainability practices There is low consumer awareness and knowledge
among regarding current sustainable fashion practices. The consumers’ primary goal when
using the brand’s website is to access product information, such as selling prices and
availability or make an online purchase rather than a desire to learn about the brand’s
values and strategies. Thus, Zara and H&M need to strengthen their promotion efforts by
adopting an integrated marketing communications strategy that builds on both offline (for
example, in-store promotions) and online tools (for example, internet and social media) to
effectively create consumer awareness and subsequently, positively influence buying
behaviour. Not being aware of sustainable fashion brands consumers fail to position them as
such and more importantly select them over competitors’ brands. Thus, brands need to
develop effective educational materials and disseminate these through multiple media
channels to reach different segments. Attention to communication strategies can strengthen
the brand’s efforts to achieve differentiation and gain a competitive advantage as follows:
 H3. explored whether Generation X and Y consumers are aware of Zara and H&M Dual business
engaging in environmental protection and sustainable development and perceive and consumer
the two brands to be eco-brands.
perspective
Most Millennials stated that they do not buy brands that are not environmentally friendly
even if they find them fashionable while Generation X consumers were divided in their
opinions, slightly leaning towards fashion. When consumers were asked whether they
would prefer to purchase a sustainable and eco-friendly brand instead of one that is not
sustainable, most consumers from both age groups stated that they would choose the eco-
friendly brand. Both age groups are aware that the two brands engage in activities that
promote environmental protection and sustainable development.
Most Millennials value brands that are eco-friendly. These are the brands that they
prefer to buy to satisfy their needs and express their personal values. Both Millennials and
Generation X consumers tend to evaluate the two brands based on fashion, prices and
quality, but not sustainability. Millennials endorse green brands and choose sustainability
over fashion as follows:

H4. aimed at investigating whether consumers that are aware of the brand’s
involvement in sustainability are more brand loyal and they tend to choose those
brands.
Consumers, from both age groups, do not only buy eco brands even though they prefer to do
so. Awareness of the brand’s association to sustainability practices encourage consumers to
select it over a competitor’s brand. The consumers also claimed that it is likely that they will
switch to brands that are sustainable. Knowing that a brand is “eco-friendly” is an
important factor, used in the evaluation process and a key criterion for purchase decisions in
general, consumers stated that they are environmentally conscious and their values
influence their purchase behaviour and brand loyalty. Thus, brands need to align their
business values and practices with the consumers’ environmental values and consciousness
as follows:

H5. sought out to investigate whether Generation X and Y consumers fail to engage in
sustainability initiatives pursued by Zara and H&M.
Although most respondents from both age groups were unaware of Zara’s and H&M’s
practices for sustainable fashion, some identified the following activities [Figures 1(a) and 1(b)].
Both groups of consumers are aware of the need for sustainability in the fashion industry
and are responding positively to brands that are sustainable. Their personal values,
attitudes and opinions reflect heightened consciousness of how these values need to be

Figure 1.
Zara’s sustainable
fashion practices
CR reflected in their consumption choices. However, they lack knowledge regarding Zara’s and
H&M’s efforts for sustainable fashion. They failed to recognize that these brands promote
sustainable fashion consumption. Consequently, they fail to actively engage in the
campaigns and programmes that the two brands implement. This finding suggests that the
two brands need to launch marketing communication initiatives that aim at creating
awareness and building knowledge regarding their efforts and most importantly encourage
consumer engagement to strengthen the effort for positive environmental and social impact
as follows:

H6. Explored whether: Millennials engage in sustainability efforts more than

Generation X consumers.
The empirical evidence revealed that both age groups engage in behaviours that are
conducive towards sustainability. Generation X and Y consumers engage in activities, such
as recycling and reusing products, reducing household waste and are more mindful of their
impact on the environment (H6), with Generation X consumers being mostly concerned
about climate change as follows:

H7. Investigated whether sustainably conscious consumers share their values,

perceptions and behaviours with their reference groups to achieve social change.
Several consumers from both groups share their values and beliefs with others with the
intention to influence and change other people’s attitudes and behaviour. Environmentally
and socially conscious consumers are motivated by their passion and dedication to do “what
is ethically right” and these traits empower them to become advocates for sustainability.
These consumers actively engage in Word-of-Mourth Communication primarily through the
use of social media networks, to advocate sustainability in fashion and “fight” for attitudinal
and behavioural change among their social networks.

Theoretical contribution of the study

The study was conducted during COVID-19 pandemic, which has had a profound impact on
societies and economies across the globe. It has hit business sectors hard and has impacted
consumer behaviour and social interaction. Crises often breed surges in philanthropy and
social responsibility and this is evident on a worldwide scale with COVID-19. The current
economic strain, the increasingly frequent and devastating environmental disasters that are
caused at least in part by global warming and the pandemic are putting social justice in the
spotlight and as a result social attitudes to environmental and ethical problems are changing
throughout the world. Consumers are increasingly becoming aware of the need for ethical
and environmentally conscious behaviour (Barr et al., 2003; Ohtomo and Hirose,) and many

Figure 2.
H&M sustainable
fashion practices
practice green consumerism (Tanner and Wölfing Kast, 2003; Sønderskov and Daugbjerg, Dual business
2011). Environmentally conscious consumers access and use available sustainable and consumer
information by using new communication tools and technologies such as the internet and
social media networks. Thrassou and Vrontis (2009) postulate a new consumer relationship
perspective
model based on emphasizing the role of marketing communications. Enhanced knowledge
and understanding makes them more determined to stop environmental disaster (Follows
and Jobber, 2000) and motivates them to endorse brands that are responsible (Christofi et al.,
2020). Following the heightened environmental concern among consumers and
policymakers, brands seek to achieve greater transparency, ethical and socially responsible
behaviour (Papasolomou et al., 2018; Idowu and Papasolomou, 2007).
The study showed that the two fast-fashion brands have embarked on an effort to make
“more” sustainable fashion. They have invested in practices that support sustainable
fashion, such as reusing garments, reducing the use of scarce resources, reusing materials
and investing in innovation to make and use sustainable resources. But how successful fast-
fashion brands can be in pursuing slow-fashion sustainability initiatives? It is an oxymoron
really. Fast-fashion invests in mass-production, low cost and wide distribution. Slow fashion
or sustainable fashion invests in making high quality products that are more durable and
more expensive. Thus, fast-fashion brands may need to change their existing business
model and use sustainability as the central pillar for gaining a competitive advantage. The
effectiveness of using sustainability as a strategy to strengthen differentiation and
competitiveness depends on their positioning and marketing communication efforts through
which they will build sustainable knowledge among their customers and other stakeholders.
Brands have the power to shape consumer perception and educate consumers about
environmental responsibilities (James and Montgomery, 2017). They can persuade
consumers to adopt general cognitive and effective concerns about sustainable practices
(Göçer and Oflaç, 2017). To achieve these goals though fashion brands need to create
consumer awareness and knowledge regarding their sustainability efforts. Without relevant
knowledge the average consumer cannot understand whether brands make a genuine effort
to practice sustainability (Park and Kim, 2016). Alba and Hutchinson (1987) postulate that
consumer knowledge regarding the environment is essentially a construct that has an
impact on how consumers collect and organize information. Shen et al. (2012) found out
that consumers’ knowledge of sustainability-related issues have a positive impact on the
consumers’ support of claims made by environmentally responsible brands. Essentially,
consumers use existing knowledge and understanding to assess the information given to
them (Göçer and Oflaç, 2017).
Schniederjans and Khalajhedayati (2021) suggest that there is a need for empirical
evidence in sustainability literature, regarding the impact of stakeholder awareness and
motivation of a firm’s sustainability efforts as a source of building a competitive advantage.
In contributing to this gap, the present study revealed that both Generation X and Y
consumers are unaware of n current sustainable fashion practices implemented by Zara and
H&M. Even though these consumers are sustainability conscious, have environmental
concerns and share a willingness to act environmentally conscious behaviour and purchase
intentions, fashion brands fail to take advantage of this opportunity to communicate their
sustainable fashion initiatives and build a competitive advantage (H3).
Both generation groups feel strongly about sustainability values and want their
purchase decisions to reflect these values, which aligns with the evidence from the existent
literature (Kong et al., 2021). The evidence supports that Millennials endorse green brands
and put sustainability over fashion when evaluating alternative brands (H3). This finding
agrees with existing knowledge that shows that younger population of consumers are more
CR likely to exhibit green behaviour and purchase intention for green brands (Chekima et al.,
2016; Chun et al., 2021). Sustainability can be a source for competitiveness and
differentiation, as it can stipulate strong positive emotions and lead to customer loyalty.
Generation X and Y consumers share strong feelings towards sustainable brands. In fact,
having knowledge about a brand’s sustainability efforts contributes to creating customer
loyalty towards the brand (H4). Consumers from both groups try to recycle and reuse
products, as well as reduce waste (H6). They also attempt to get others, their reference
groups to do the same (H7) that is, to adopt values and behaviours that support
sustainability.
Some studies focused on the identification of antecedent variables to recycling and other
sustainability practices, for example, consumer’s personality (Lu et al., 2015; Thøgersen
et al., 2015); consumer’s personal values (Manchiraju and Sadachar, 2014); consumer’s
motives (Thøgersen et al., 2015), consumer’s gender (Lee, 2009) and age (Teng and Wang,
2015), but current knowledge and understanding can be strengthened in the context of
cultural characteristics and social norms. More recently, Sheng-Hsiung et al. (2020) sought
out to empirically examine the mediator role played by consumers’ ethical belief between
social impacts and adopt intention towards recycling in an ethical consumption context.

Practical implications
The study contributes to current literature on ethical consumption and sustainability that
has grown exponentially and has become a major concern among consumers (Young et al.,
2010). Consumers’ sustainable knowledge enhances environmental concerns, brand trust,
willingness to act environmentally conscious behaviour and purchase intentions (Chun et al.,
2021). It sheds light on Generation X and Y consumers living in Cyprus and their attitudes
and behaviour towards sustainable fashion and in particular, the Zara and H&M brands.
The findings showed that consumers from the two generation groups are environmentally
conscious and their ethical values drive their purchase intentions and behaviour. Millennials
claimed to put sustainability before fashion when making their purchases. However,
consumers were unaware and lacked knowledge regarding the sustainability initiatives
launched by the two brands towards making more sustainable fashion. Both Zara and
H&M, use corporate communications such as their official websites to demonstrate their
commitment towards environmental protection and sustainable development. Although
they have launched initiatives and practices internationally and locally, these programmes
are largely unknown to local consumers, as when they use the companies’ websites, they do
it mostly for retrieving information about products and making online purchases.
Consequently, consumers’ lack of awareness and knowledge results in their lack of
participation in these initiatives.
At the same time, consumers fail to perceive the two brands as sustainable, and thus the
opportunity for achieving differentiation through sustainability is lost. Thus, the two
fashion brands need to reinforce their communication efforts to create awareness of their
corporate strategies and commitment to sustainability as a mechanism to enhancing their
competitiveness.
To do that they need to carefully coordinate their corporate and marketing
communication efforts to ensure that their corporate values are shared with their key
stakeholder groups such as their consumers.
Fashion brands need to encourage sustainable consumption among their customers and
to achieve it, they need to align organizational goals with consumers’ values and behaviours.
They need to launch marketing communication campaigns that talk to the customers’ heart
and motivate consumers towards sustainable consumption. They need to also use both
online and offline communication tools to achieve social influence and reach various Dual business
customer segments with varying media preferences. It is critical for fashion brands to and consumer
launch marketing communication campaigns that are educational and motivational
perspective
highlight the mutual benefits that all parties gain from effectively practicing sustainability.
Building competitiveness means communicating company rp values, commitments and
practices to customers. It is all about such as promoting more intensively the garments
made of recycled materials in their stores and in their websites and even create new
“environmentally friendly” product lines. Having a strong positioning strategy can create a
unique competitive brand position in the customers’ minds which consequently can
motivate consumers to select the brand over a competitor’s brand that is position based on
different attributes.
Consumers share a strong desire to fit in and will conform to the behaviours of those
around them. Harnessing the power of social influence is an effective approach to eliciting
environmental behaviour in consumption. To leverage this motivation, fashion brands need
to invest in integrating marketing communications to ensure that all touch points that
customers use to engage with the brand align with and most importantly appeal to
customers’ self-interest. Fashion brands can team up with, opinion leaders, such as
influencers and bloggers, to appeal to different age groups to inspire them to endorse
sustainable fashion. Sustainability appears to be a top priority in the strategic plans of
fashion brands and is undoubtedly a strategy aimed at building the corporate brand and
contributing to social change. But unless these brands get their corporate and marketing
communications strategies to promote the same positioning strategy, their efforts will fail.
Consumers need to be engaged with brands that inspire them and reflect their personal
values and this clearly opens up several opportunities for brands for market success.

Limitations and directions for future research

The study used a small sample because of time limitations, and thus the findings cannot be
generalized. Future research in the area of sustainable fashion construct, which is slowly
rooted in customers’ mindsets and business practices can be directed at different horizons.
For example, the various dimensions of the construct can be studied holistically or
independently to each other. Or one may hypothesize that different demographic and
geographic consumer segments view and respond differently to sustainable fashion. Thus, a
multi-culture consumer study, one that draws evidence from different countries could aim at
investigating the relationship between consumer awareness and engagement in sustainable
fashion and the influence of personal or cultural values. Such relationship could have
important implications for policymakers and decision makers.
The present study used age, as the key demographic variable to reveal potential
differences among consumers. Further research should study how other demographic
factors, for example, income and education level or psychographic factors, such as
personality, social class and lifestyle may impact consumers’ attitudes and purchase
behaviour of sustainable fashion brands. Undoubtedly, the sample drawn should be
representative of the wider population of interest for more conclusive results when the
purpose of the investigation is not simply exploratory but action-oriented.

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Corresponding author
Ioanna Papasolomou can be contacted at: papasolomou.i@unic.ac.cy

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