Fashion Sustainability

Fashion Sustainability

Influence of Fashion Sustainability on Customer Satisfaction and its

Impact on Purchase Intention in Pakistan

Saleema Naz, Sehrish Sikandar, Sherien Jameel, Shiza Danish

Asian Institute of Fashion Design (AIFD), Associated with Iqra University (IQ), Pakistan

Abstract:

Keywords: Fashion Sustainability, Environmental Responsibility, Perceived Quality, Perceived Value,

Complaint, Satisfaction, Customer Equity, Purchase Intention

 Fashion Sustainability

1 Introduction

1.1 Over View

In textile industry, especially in fashion products, sustainability concept has been taken an important place in

all over the world.it is necessary to all fashion companies, but somehow being a third world country, in

Pakistan none of the fashion business have consider sustainability as a major element of their business strategy

(Behnam & Cagliano, 2017), the majority of fashion companies haven't taken sustainability as a priority for the

development and does know about the elements that are needed to improve sustainable fashion business

profitability.

This issue can resolve with the help of customer satisfaction, it has become main attention for fashion

companies that fashion companies' quality management should improve product quality, generate perceived

value and significant impacts on purchase intentions in account of sustainability. The main purpose of this

paper is to provide knowledge in context of sustainability and its impacts on over all fashion index.

The researcher wants to indicates, how the value of any product plays an important role in a model of any

sustainable business (Dewan, Chowdhury, Quaddus, 2012). Thus, the main indicators predicted in this study

are environmental responsibility, customer perceptions about quality, value and the satisfaction that helps to

increase purchase intention.

1.2 Background of the Study

The fashion industry creates serious and drastic effects on environment continuously. Being an important place

in international business economy, its produce large amount of waste while using high energy and toxic

material during production processes (All wood, 2015), and it has negative social environmental impacts like

worker exploitation, overuse of resources and producing large amount of waste (Fletcher, 2007). In this study,

it is totally focused that how an apparel industry would try to become more efficient by lowering prices to

meeting needs of sustainable fashion products (Kong, Ko, Chae, & Mattila, 2016).
 Fashion Sustainability

The researcher included important facts about fashion industry that, globally fashion industry has the worth of

3 trillion dollars, employs around 33 million textile workers, and it is now increased from 20 million in

between last 3 decades. Annual increase in the production and consumption of fashion products is

approximately around 60% globally in between the period of 2000 and 2015 (Caro, 2015), however, the usage

time period of clothes is decreased up till 36% in all. It shows that the average usage of each garment is now

between 7 or 8 times approximately (Mac, 2017).

Recently it is discovered that consumer is constantly knowledgeable about fast fashion. The main aspect of the

fast fashion is combination of two main aspects, first is short-time gap between producing a product and its

distribution, and second is continues changes in affordable and trendy fashion products (Bruce and Daly,

2006). In a fashion companies, sustainability has been emerging to increase competitive priorities so companies

are focused to increase sustainability into their development strategies (Behnam & Cagliano, 2017).

Sustainability is now become a global trend but still none of fashion company even consider sustainability as a

major component of their businesses.

1.3 Problem Statement

Annual increase in the production and consumption of fashion goods is approximately around 60% globally in

between the period of 2000 and 2015 (Caro, 2015), however, the usage time period of clothes is decreased up

till 36% in all. It shows that the average usage of each garment is now between 7 or 8 times approximately

(Mac, 2017). In the development of fashion manufacturing industry, management are focused to decrease cost

and increase production to satisfying their customers and organizations both. Due to the fast fashion, in fashion

industries, good are produced and designed quickly to get fast profit instead of thinking about the sustainability

of fashion products, which usually based on customer needs.

fashion companies are a major global polluter creating environmental degradation, water pollution and

dangerous health impacts (Speranskaya, Alexandra, 2018). Customers and consumers have developed very
 Fashion Sustainability

importance place in consumption cycle, play a dynamic role in reducing negative impact, and actively support

in developing market for sustainable fashion products. Academic and professional experts, both would highly

impact from more understanding in perceived value from customer and producing sustainable, affordable and

trendy fashion products in Pakistan (Cachon and Swinney, 2011).

There are two main faces of society discovered by researchers in the modern world, one shows “consumerism”

that usually buying more, spending more, utilizing more, and wasting more. But the other face reflects

thoughtful themselves, they show concern about the environmental resources. The second face of society is

loudly arguing about the effects that are shown negative impact on environment or may called fashion

sustainability issues (All wood, 2015).

For a long duration of time, these issues were perceived as total environmental and social responsibility of

manufacture, producers and marketers. It is no more thinking lie this, as research confirmed that the individual

customer perception about quality and value of the product, and the satisfaction of customer are main the

drivers that can resolve current unsustainable issues worldwide. This research is conducted to prove that the

customer can help to stop wastage and convince the manufacturer, producers and marketers to produce

sustainable fashion goods or even reduce, reuse and recycle the waste to maintain sustainability of fashion

products (Ciasullo, Cardinali, & Cosimato, 2017). Thus, with the help of these two main key drivers, the

fashion companies will become more ecofriendly (Ciasullo, Cardinali, & Cosimato, 2017). and will give efforts

to produce green products (Kong & Ko, 2017).

1.4 Research Questions

In this study, on customer participation creating value of sustainable weaving products, these are research

questions as follows:

1. How effectively sustainable value, do customers perceived and develop customer satisfaction of fashion

sustainability in Pakistan?
 Fashion Sustainability

2. How does customer satisfaction and popularity of sustainability creates impact on purchase intention and

future profitability?

1.5 Purpose of the Study

The main purpose of this study is to emphasized the quality and value that customer perceived by product or

brand, that are affecting the consumer purchase because of their trends, culture, environment and society. For

any sustainable economic friendly item, consumers may refuse to pay a higher price. In this regard, this

purpose would achieve with the help of findings, furthermore analyzing and summarization of researches

already done on the current research topic of circular fashion implementation on the Consumers buying

behavior after analyzing the consumer’s Attitude, Values and risks perceptions and to create awareness

(Sheridan et al., 2006). To facilitate and ease the customer intention is the real challenge. People tend to rely on

the brands to buy and trust, which is the purchase decisions of a customer. These can be come in the

circumstances of issues like social environment and society trends, which needs to be active in era of brand and

fashion. Today brands are successful due to their brand awareness and their customer’s satisfaction which can

be achieve by their trust of what they give to customer and it can be happen by their quality of the product and

social responsibility (Bhardwaj and Fairhurst 2010).

New brands and new market are attracting customer day by day and their brand awareness is increasing, in the

result newer brands are attracting towards new market and new demands (Barnes and Lea-Greenwood, 2006).

The awareness any consumer possess and the interest of the consumers are considered to be a major factor and

barrier in a circular fashion.

1.6 Significant of the Study

According to the upright system in the fashion industry which is considered to be non-friendly for the

environment of fashion and textile, this study seeks to extend previous fashion sustainability literature, it will

clear that the customers can help to improved quality, value, allow customers to make it sustainable, and create
 Fashion Sustainability

stronger customer relational bond to reduced waste in textile industry. It is also very significant to develop co

creation process with the help of customers (Merz et al, 2018). It can be the main purpose of the study to evaluate

the values, and risks calculate by the customers purchasing habitats connected to sustainable fashion.

This study will mostly benefit the organizations who are willing to restructure from linear to circular fashion

system. Customer’s attitude and ideas according to this change would help us the most and the first step to being

forward with this concept. As researched, we can always predict the sustainable behavior through awareness

consumers have and the approaches used by consumers (Chan, 1999; Fraj & Martinez, 2006). This study is

authentic and can be compare the difference between attitudes, preferences, choices consumers may have. For

impact on the consumers to understand the perceived values, risk and opportunities up going with this economical

change this research will help.

It would enhance the awareness among the consumers towards upcycling process and particularly sustainable

fashion. From the organizational perspective, this study will help the fashion companies to formulate such

strategies, which provide suggestions and eventually help in sale increase for the sustainable fashion products.

This study will help the organizations to analyze the Emotional value, social and Environmental values and create

a positive impact on the consumers (Leroi-Werelds et al, 2014). Meanwhile they can minimize the financial,

functional and Aesthetic risks.

2. Literature Review

The literature review is organized as to understand concepts of each construct with the help of different studies

done by different authors. It is compiled that how the authors conceived conceptual review of fashion

sustainability and find the relation between different mentioned constructs in context of fashion sustainability.

Furthermore, this study evaluates the influences and impacts of one construct on other constructs directly or

indirectly.

2.1 Sustainability:
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Sustainability has no distinct definition, it understood instinctively (Partridge, 2011). According to researchers,

sustainability is strongly context- related in different context (Brown, Hanson, Liverman, Merideth, 1987),

sustainability has different meaning or may defined differently by any individual (Henninger, Alevizou, Oates,

2016).

Nevertheless, Sustainability means meeting our own needs (Chang, Jang, Lee, Lee, & Chang, 2017) without

compromising the future of upcoming generation and their needs to survive in healthy environment.

(UNWCED, 1987).

2.1.1 Fashion Sustainability:

In addition to this context, sustainability means that all material and processes in fashion and textile industry

are safe and healthy for environment and human both. Fashion and textile industry shares 55% of total

economy of any country in the world. For example, the income elasticity of clothing expenditure is around 0.9,

and in compare of it, the income elasticity of food is 0.1 to 0.3 in Pakistan like other developed countries in all

over the world. In cotton textile manufacturing, Pakistan has 1st rank, India has 3rd rank, China has 4th rank

and Japan has 12th rank respectively (Kumar, 2017).

2.1.2 Environmental Responsibility.

According to the previous literatures, the main pillars of society are mention as economical, environmental and

social responsibility. In the face of, social environment is affected by fashion industry in term of worker

exploitation, waste of resources (Fletcher, 2007).

Fashion industries are a major global polluter creating environmental degradation, water pollution and

dangerous health impacts (Speranskaya, Alexandra, 2018). Annual increase in the production and consumption

of fashion goods is approximately around 60% globally in between the period of 2000 and 2015 (Caro, 2015),

however, the usage time period of clothes is decreased up till 36% in all. It shows that the average usage of

each garment is now between 7 or 8 times approximately (Mac, 2017). Due to the fast fashion, in textile
 Fashion Sustainability

industries in Pakistan, good are produced and designed quickly to get fast profit instead of thinking about the

sustainability of fashion products, which usually based on customer needs.

The fashion industry creates serious and drastic effects on environment continuously. Being an important place

in international business economy, its produce large amount of waste while using high energy and toxic

material during production processes (All wood et al, 2015). For today’s world, environmental responsibility is

one of the main in all responsibilities (Ben-Eli, 2018), it develops the concept of green textile afterwards.

According to researchers, there is a need of practicing to reduce packing waste and to develop recycle products

(Wong, Lai, Shang, Lu, Leung, 2012).

2.2 Perceived Quality

One of the main constructs that helps in achieving perceived value is the quality perceptions that creates by

customers. The perception of quality creates by consumer is referred as perceived quality. It can say that the

ratio of price and perceived quality expresses the perceived value by an individual.

Customer expectations for better quality of product from a firm or brand is called perceived quality, and it is

attained by customer experiences during and after purchasing product or service. It can be saying that customer

satisfaction firstly depends on their evaluation of perceived quality given by brands or companies (Chen &

Chang, 2013; Fornell et al., 1996).

2.2.1 Perceived Quality of Sustainability

Perceived quality is usually referred as overall sustainable quality of any product or service. In this study

researcher want to explore that is perceived quality of sustainable product could achieve positive influence on

customer satisfaction regarding sustainability of any product (Fornell et al, 1996).

2.2.2 Perceived Quality of Fashion Sustainability

The consumption experiences create and develop perceived quality of fashion products by consumers in

fashion companies. Firstly, fashion companies must produce customize products and services to fulfill
 Fashion Sustainability

customer needs and wants and secondly these products must be reliable, standardized and non-defective

(Dodds, Monroe, & Grewal, 1991).

2.2.3 Influence of Environmental Responsibility on Perceived Quality

Companies can develop themselves economically, to development fashion sectors as discussed above, in

respect of social responsibility to save the humans’ rights, and environmentally in aspect to avoid any kind of

development or production that destroy the environment (Maria,2012).

There is a powerful relation developed in-between the sustainability and performance of business (van Dam &

Apeldoorn, 1996), it is considered as any good reflect its financial cost, environment cost, and social cost of

making, using and recycling of that particular good or product (n (Peattie, 2001). Service sectors must apply

this strategy to avoid any environmental damages, similarly environmental issues are the main issues that are

created by fashion and textile industries.

2.3 Customer Expectation

Customer expectation is just a believe and trust that is developed by customer in content of product or brand or

by other stakeholders interlinked relationship (Sanzo et al., 2003).

According to many researchers, expectation or trust also defined as a factor or variable that influence the

consumer or customer most (Moorman, Zaltman and Deshpande,1992; Oney, Oksuzoglu Guven & Hussain

Rizvi, 2017). Therefore, expectation is based on customer beliefs, feeling and trust toward the any brand or

company.

2.3.1 Customer Expectation of Sustainability

There is an important theory of ACSI which says that customers form future expectations in concern of product

and service consumption getting by advertising or word of mouth (Ho & Zheng, 2004). In this concept of

saving environment, sustainability movement is developed in all over the world and many textiles or fashion

industries, or brands are shifting their sustainable ways.

2.3.2 Customer Expectation of Fashion Sustainability

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Thus, according to many researchers, sooner or later unsustainable patterns of consumption will change and it

will possible only with the help of consumer and customer involvement in fashion sustainability (Mittelstaedt,

Shultz, Kilbourne, Peterson, 2014). Even though now sustainability has taken its position in society, some

unsustainable patterns of consumptions are still there to create damages for sustainable development

(Alfredsson, Bengtsson, Brown, Isenhour, Lorek, Stevis, Vergragt, 2018).

2.3.3 Influence of Environmental Responsibility on Customer expectations

To meet customer needs and expectations, fashion industry tries to develop them by decreasing prices, and

helping them for creates green environment by producing sustainable fashion products (Kong, Ko, 2017). In

this way, fashion companies can be ecofriendly and become more beneficial to all humanity with the help of

transformation of fast fashion into green fashion. (Niinimäki & Hassi, 2011).

2.4 Perceived Value

An author named Zeithaml 1998, introduce the definition of perceived value that, the overall perception

received or given by any respondent is known as perceived value (Zeithaml, 1988: 14). Many researchers like

him, define perceived value as one-dimensional factor that can be calculate by consumers during purchasing,

that is tradeoff between benefit and sacrifice. But other researchers have argued on this theory and defined

perceived value as multidimensional construct like quality, price, promotion, benefit or sacrifice that are

developed by customer perceptions (Babin et al.,1994, Holbrook, 1999, Mathwick et al., 2002).

2.4.1 Customer Perceived Value

To achieve the aim of understanding fashion sustainability, most of the researcher focused on customer

perceptions about sustainable fashion. Customer perception is the second most important thing to achieve

customer satisfaction and it is called customer perceived value.

Many studies in marketing literature in last 20 years, the concept of customer perceived value remain

ambiguous. Few studies related to the perceptions that customer perceived are given totally different concept

between value and values (Holbrook, 1994, Kalafatis & Samouel, 2007).
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The difference between value and values suggested by Oliver in 1999, was the consumption value and

personal values that are in linked (Oliver, 1999).

Customer perceived values are usually referring the principles that differentiate between right and wrong

concept accepted by an individual or by the whole society 9Schwatz, 1994). Values are psychological

structures that involved by different societies, cultures or experiences gain by individual life, introducing path

to adopt social attitudes (Rokeach, 1973).

2.4.2 Customer Perceived Value of Sustainability

In different variety of values, active customers provide input that is related to their needs, comments, and ideas,

customers also participate into select new and promising ideas for more improvement in consideration of

sustainable products. Customer perceived value also helps the firm or brand to avoid the wastage of recourses

and focus the development of sustainability. (Chen-Yu, Cho, & Kincade, 2016).

2.4.3 Influence of Environmental Responsibility on Perceived Value of sustainability

Fashion companies should develop sustainable products for customers or consumer for better environmental

sustainability to attain customer needs. To achieve this aim of environmental responsibility, most of the

researcher examine the influence of environmental and social responsibility on the value of product or brand

perceived by customers or consumers (Peloza and Shang, 2011).

After the discussion on environmental responsibility, it is also important to review the sustainability factor,

that plays a role of moderator on perceived value of sustainability, in fashion industry of Pakistan. It is

considered that textile and fashion industries are lifeline of Global economy (World Trade Statistical Review,

2017). As all known about the fact that, clothing is the most basic necessity of human’s life and consumption of

clothing is more than food in the parameter of income and prize both (Karthik, T Gopalakrishnan, 2014).

However, few studies have explored that the responsible behavior of the companies generates consumer and

customer positively perceived values (Alrubaiee, Aladwan, Joma, Idris and Khater, 2017). Thus, customers
 Fashion Sustainability

relate to brands through their perceptions of brand image and their brand experiences (Chen-Yu, Cho, &

Kincade, 2016).

2.4.4 Influence of Perceived Quality on Perceived Value of sustainability

According to the researcher, when anyone examine the relation between the perceived quality and perceived

value, it found that the perception of quality leads to increase perceived value and higher level of sacrifices

leads to decrease perceived value (Cronin et al., 2000). Different researchers found positive impact of

perceived quality on the perceived value of different small products like household appliances, calculators etc.

(Sweeney et al., 1999, Teas and Agarwal, 2000).

2.4.5 Influence of Customer Expectation on Perceived Value of Sustainability.

Many researchers have already investigated that Customer responses like their attitudes and intentions are very

valuable for sustainable fashion goods (Bly, Gwozdz, Reisch, 2015 and Jung, Kim, 2016), this is called

sustainable consumption and it is associated with consumer awareness about their consumption for nature and

society (Buerke, Straatmann, Lin-Hi, Müller, 2017 and Epstein, Rejc Buhovac, 2014). That means consumers

are now aware of fashion sustainability, how they can consume without effecting their future needs.

As per above research theories, fashion consumers reduce their purchase intentions due to many doubts about

the quality, price and sustainability of fashion clothing (Chan & Wong, 2012). If consumers not received

sustainable products, it will decrease purchase intention of customers. Thus, it shows customer expectations

develop influence on customer perceived value of sustainability (Blattberg & Deighton, 1996).

2.5 Customer Satisfaction

“Satisfaction is the consumer's fulfillment response. It is a judgment that a product or service feature, or the

product of service itself, provided (or is providing) a pleasurable level of consumption-related fulfillment,

including levels of under- or over-fulfillment" (Oliver, 1997).

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In continuation of the definition of satisfaction, researcher is explained the theory of satisfaction as positive or

negative responses build up by customers or consumers. An individual who experiences the product, is

expected to satisfied or not satisfied with that product or service (Woodruff & Gardial, 1996).

2.5.1 Customer Satisfaction of Sustainability

According to Jaakkola & Alexander, customers are not being satisfied with the limited role of use and buyer

but customer wants proactively engaged in developing products as per customer satisfaction and also for other

stakeholders like consumers, communities, brand, firm or company that aim towards sustainability (Jaakola &

Alexander, 2014).

2.5.2 Customer Satisfaction of Fashion Sustainability

Customer perceived value helps researcher to evaluate the outcomes achieved by company or brand and

identifies fashion sustainability as a significant factor to test customer satisfaction related to the perceptions of

sustainability of prices or product in fashion industry (Chen & Chang, 2012).

2.5.3 Influence of Perceived Value on Customer Satisfaction of Sustainability.

According to this research, among other performance factors like cost deduction, customer satisfaction, safety

and training, the social economic performance and sustainability are key indicators to developed positive

impact on allover performance of that particular firm or industry (Chan & Wong, 2012). Firms or organizations

that change with respect of innovation and technology, and have adopted eco-efficiency approach reduce, of

reuse and recycling (Ciasullo, Cardinali, & Cosimato, 2017) and with the help of these approaches, green

products meet environmental sustainability to improve the brand image (Berchicci & Bodewes, 2005).

2.5.4 Influence of perceived quality on the customer satisfaction of sustainability

When companies maintain their sustainability in higher product quality and company performances without

increasing waste, they centrally focus in achieving customer satisfaction (Stahel, 2001), and for this

achievement fashion companies should design fashion products with green or recycled raw material

environmentally friendly ways (Howarth & Hadfield, 2006).

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2.5.5 Influence of customer Expectation on Customer Satisfaction of Sustainability.

When companies put efforts in creating good perceived value, customer feels delight and energetic after getting

discounts, cost reduction, and convenience given by brand, derived emotional value during contribution in

consumption experiences. Both customers and company emotionally attached with each other it develops co-

creation and fashion consumers feel sense of superiority and responsibility towards ethical clothing (Niinimaki,

2010).

2.6 Customer Equity

Customer equity builds with the help of three main pillars, that are value equity, brand equity and relationship

equity (Fornell, Johnson, Anderson, Cha, & Bryant, 1996). Value equity basically shows objective assessments

of customers regarding their total perceptions, brand equity shows their aim and intangible assessments of a

brand, and the relationship equity shows strong structural bond (Lemon, Rust, & Zeithaml, 2001).

Through these three pillars, customers will perceive positive image of that particular brand or company. This

will be beneficial for that company and afterwards they can build better relationship with another provider

(Rust, Moorman, & Dickson, 2002). In short, customer equity is an appropriate calculation of the lifetime

value, that is usually based on each consumer. In this paper, researcher also calculate the bond between the

satisfaction of consumer with the equity or complaint (Wang, Kim, Ko, & Liu, 2016).

2.6.1 Impact of customer satisfaction on customer equity

The second and main objective of the research is to overview the impact of customer satisfaction on customer

equity, while they interact directly or indirectly with related firm or brand (Chen-Yu, Cho, & Kincade, 2016).

As it shown above, many researchers indicates that brand equity, value equity and relationship equity build one

for all customer equity in fashion companies regarding perceived value and quality of sustainable fashion

products (Blattberg & Deighton, 1996).

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In this study, researcher evaluates the relationship of customer satisfaction with its equity, and check how

customer satisfaction creates an impact on customer equity regarding fashion sustainability of fashion

companies y (Sun & Ko, 2016).

2.7 Impact of customer satisfaction on customer complaint.

This study explains that how customer satisfaction leads to increase customer equity and decrease customer

complaints. Customer loyalty engages to increase in future profitability of sustainable fashion products in

fashion companies (Reichheld & Sasser, 1990).

Customer satisfaction usually depends on evaluations and experiences that customer received during and after

purchase (Chen & Chang, 2013; Fornell et al., 1996). The theory develops to explain that if the customer

satisfaction is increase, it will increase customer loyalty and decrease customer complaints (Fornell &

Wernerfelt, 1987).

2.8 Purchase Intention

In this concept of saving environment, sustainability movement is developed in all over the world and many

textiles or fashion industries or brands are shifting their sustainable ways to form ecofriendly business

environment (Mittelstaedt, Shultz, Kilbourne, Peterson, 2014). Companies develop themselves economically,

to development fashion sectors as discussed above, in respect of social responsibility there is a powerful

relation developed in-between the sustainability and performance of business (Maria,2012).

Customers usually develop purchase intention according their perceptions of quality, price or comfortability. If

customer perceived that the brand or company follows sustainable products, quality and prices, customers

purchase more and shows more trust and loyalty toward that brand or company (Székely & Knirsch, 2005). The

profit gain by company is an important indicator of sustainability, which depends on customer attractions

develop on advantages given by brand or company in a form of discount price opportunities for promotional

activities maintain by a company (Dekimpe & Hanssens, 1999).

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Such as active customers purchase more (Cermak et al, 1994), and usually effected by prices of product,

favorably perceived the brand image, and also participates in recovery during service (Hibbert, 2012). Whereas,

customers get discounts, cost reduction and convenience, during these process customers feel delight and enjoy

their consumption experiences because of great control interaction with firm or brand (Yim et al,2012).

According to conventional economic theory, fashion customers perceive risk toward high prices of new brands

but once a relationship develop between customer and brand, they will show trust and loyalty and form high

purchase.

2.8.1 Impact of Customer Satisfaction on Purchase Intentions.

Environmental and social responsibility can also influence consumers in purchase decisions and product design

put an important role in value creation of fashion products and finally effect on customer satisfaction. The

theory has developed in this study that, if the customer satisfaction increase, it will increase customer equity

and purchase intention (Niinimäki, 2010).

Thus, companies can increase profits by showing social and environmental responsibility, overall customer

satisfaction first depends on consumer evaluations of recent purchase experiences (Chen & Chang, 2013;

Fornell et al., 1996).

2.8.2 Impact of Customer Equity on Purchase Intentions.

As it shown above, many researchers indicates that brand equity, value equity and relationship equity build one

combined form of customer equity, this study mentioned customer equity instead of three different pillars of it.

Researchers also examine impact of customer equity on purchase intention, regarding sustainability of fashion

products and services to build a long-term relationship value of fashion companies (Rust et al., 2002).

In this study, concept of customer equity extends into overall customer behavior such as customer experiences,

trust, perceived value and satisfaction on brand or company that can indicates profitability in future and

increase purchase intention (Bayon, Gutsche, & Bauer, 2002).

2.8.3 Impact of Customer Complaint on Purchase Intentions.

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In this study, researcher examined that if there is complaint management system in fashion companies to

improve the outcomes of sustainable fashion products, these types of companies have higher customer equity

and create greater level of customer relationship (Tax, Brown, & Chandrashekaran, 1998). It impacts on

customer satisfaction and eventually increase purchase intentions, because if customers believe that their

complaints will bring better output to satisfied them, they likely indicate intention to complain, they feel more

connective and have feeling of strong relationship to that particular fashion brand or company (Kim, Gon Kim,

& An, 2003).

Fig.1. Model Framework of Sustainable Fashion

2.9 Hypothesis design:

H1: Fashion consumers who perceive environmental responsibility will create positively influence on

perceived quality of sustainability.

H2: Fashion consumers who perceive environmental responsibility will create positively influence on customer

expectation of sustainability.
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H3: Fashion consumers who perceive environmental responsibility will create positively influence on

perceived value of sustainability.

H4: Fashion consumers who perceive sustainable products and services will create positively influence on

perceived value of sustainability.

H5: High customer expectations create positively influence on perceived value of sustainability.

H6: High perceived quality of sustainable products and services creates positively influence on customer

satisfaction of sustainability.

H7: High customer expectations create positively influence on customer satisfaction of sustainability.

H8: High perceived value of sustainability plays a role of mediator between environmental responsibility and

customer satisfaction of sustainability.

H9: Customer complaints of sustainability creates negative impact on customer satisfaction.

H10: Customer satisfaction of sustainability creates positive influence on customer equity.

H11: Customer satisfaction of sustainability plays a role mediator between perceived quality and purchase

intention.

H12: Customer complaint of sustainability creates negative impact on purchase intention.

H13: Customer equity of sustainability creates positive impact on purchase intention.

4. Analysis and Results

In this initial analysis, the researcher examined every construct, and evaluated every item and variable in

context of fashion sustainability. In this section it is also examine the way in which an individual constructs

take meaning around sustainable fashion product. To follow this, researcher will be concerned about every

process of accounting, appreciation or assessments of each and every aspect of the research model framework.

4.1 Measurements Tests

All of the eight constructs that are employed in this study are measured by linked scale 1 strongly agree, 2

agree, 3 neutral, 4 disagree, 5 strongly disagree. This linked scale is used to measure the main eight variables
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that are, environmental responsibility (Gam et al., 2014; Kim and Damhorst, 1998), perceived quality,

customer expectations, perceived value, customer satisfaction, customer equity, customer complaint and

purchase intention (Watchravesringkan et al., 2010).

4.1.1 CFA and Reliability Analysis

In this study, confirmatory factor analysis (CFA) is used to test hypothesis and concepts of all components in

the model, the major object to calculate the mean of each construct for detail analysis and the results. Before

evaluate hypothetical relationship between each construct, this study conduct CFA analysis to measure all

variables that are based on matrix equation to reduce data of structural factors (Anderson & Gerbing, 1988).

This concept is linked with a number of statements made by respondents.

Customer Customer Customer Customer Environmental Perceived Perceived Purchase

Complaint Equity Expectation Satisfaction Responsibility Quality Value Intention
CC1 0.109
CC2 0.243
CC3 0.295
CC4 0.260
CC5 0.363
CE1 0.238
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CE2 0.245
CE3 0.251
CE4 0.192
CE5 0.231
CES1 0.253
CES2 0.249
CES3 0.237
CES4 0.234
CES5 0.218
CSS1 0.237
CSS2 0.222
CSS3 0.225
CSS4 0.240
CSS5 0.229
ERS1 0.266
ERS2 0.253
ERS3 0.233
ERS4 0.243
ERS5 0.254
PIS1 0.233
PIS2 0.223
PIS3 0.236
PIS4 0.214
PIS5 0.215
PQS1 0.236
PQS2 0.209
PQS3 0.235
PQS4 0.234
PQS5 0.250
PVS1 0.246
PVS2 0.233
PVS3 0.225
PVS4 0.233
PVS5 0.236
Table 1. Outcomes of Confirmatory Factor Analysis (CFA)

4.1.2 Construct Reliability

Cronbach's
alpha
Customer Complaint 0.817
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Customer Equity 0.912

Customer Expectation 0.894
Customer Satisfaction 0.918
Environmental Responsibility 0.860
Perceived Quality 0.911
Perceived Value 0.906
Purchase Intention 0.936
Table 2. Outcomes of Reliability Test

4.1.3 Average Variance Extracted (AVE)

Average
Composite Composite variance
Cronbach's reliability reliability extracted
alpha (rho_a) (rho_c) (AVE)
Customer Complaint 0.817 0.868 0.871 0.584
Customer Equity 0.912 0.919 0.935 0.741
Customer Expectation 0.894 0.896 0.922 0.703
Customer Satisfaction 0.918 0.919 0.938 0.753
Environmental Responsibility 0.860 0.861 0.899 0.641
Perceived Quality 0.911 0.913 0.934 0.738
Perceived Value 0.906 0.907 0.930 0.727
Purchase Intention 0.936 0.937 0.951 0.796
Table 3. Outcomes of Validity Tests

Custom Purchas
er Custom Customer Customer Perceiv Perceiv e
Complai er Expectatio Satisfactio Environmental ed ed Intentio
nt Equity n n Responsibility Quality Value n
Customer Complaint
Customer Equity 0.534
Customer Expectation 0.420 0.723
Customer Satisfaction 0.523 0.813 0.873
Environmental
Responsibility 0.517 0.829 0.897 0.889
Perceived Quality 0.413 0.716 0.889 0.807 0.908
Perceived Value 0.441 0.799 0.956 0.888 0.934 0.978
Purchase Intention 0.584 0.895 0.779 0.921 0.920 0.820 0.849
Table 4. Outcomes of Discriminant Validity

4.4 Model Test

 Fashion Sustainability

Overall, the current research model proposes 12 direct and indirect hypotheses, among them 7 are direct and 5 are

indirect hypotheses. Corporate social responsibility implicitly predicts sustainable purchase intentions and green

innovation performance. The results for structural model (Figure 3) estimation are depicted in Table 6. Hence H1

and H2 are accepted and confirmed a positive impact of corporate social responsibility on sustainable purchase

intentions and green innovation performance as p value ¼ 0:000; t statistics ¼ 8:551 and p value ¼ 0:000; t

statistics ¼ 4:743, respectively. Likewise, corporate social responsibility showed a positive impact on brand trust

and brand loyalty. The outcomes p value ¼ 0:000; t statistics ¼ 36:161 and p value ¼ 0:000; t statistics ¼ 14:463

confirmed that H3 and H4 are accepted and there exist a statistically significant relationship. Brand trust was also

proved as a source to increases brand loyalty under p value ¼ 0:000; t statistics ¼ 5:197 hence H5 was accepted.

Afterward, there exists a positive effect of brand loyalty on sustainable purchase intentions and green innovation

performance as p value ¼ 0:000; t statistics ¼ 16:076 and p value ¼ 0:000; t statistics ¼ 8:427, hence H6 and H7

were confirmed. All direct hypotheses were accepted.

Many of them cited the characteristics of fast fashion stores as foreseeable and unchangeable and noted that

consumers need to adapt to these features, acting differently than they normally would when buying clothes.

Many consumers admitted that fast fashion purchases involve a component of impulsiveness and rapid

selection, a departure from the traditional model of purchasing clothing:

Second, there is an interesting consideration to be made regarding assimilation with the typical fast fashion

consumer profile: the concept of fast fashion is often combined with that of low-cost fashion, and some people

approach it hesitantly for this reason. The result is that while consumers are more ready to accept the concept of

fast fashion now than in the past, none of those interviewed admitted to being assiduous consumers of fast

fashion. People tend to attribute this habit to others, rather than to themselves (often attributing it to people

close to them such as relatives or friends), even though people from all walks of society actually purchase fast

fashion:

5. Discussion and Conclusion

 Fashion Sustainability

The textual analysis highlights the sustainability in the fashion industry, observed customer perceptions about

quality and value in concept of environmental responsibility. The respondents confirmed the importance of

perceived quality, perceived value and customer satisfaction in context of increasing customer purchase

intention towards sustainable products. It is also concluded that to evaluate sustainable performance in fashion

companies, customer perceptions of quality and value play a dynamic role to increase customer satisfaction and

customer satisfaction with the sustainability brings more customer equity toward fashion brands or companies,

it develops stronger customer relationship and furthermore it increases purchase intention.

The model of fashion sustainability can e

The ACSI is a general calculation of customer satisfaction with products, companies, industries, and countries

according to various dimensions including CSR, eco-development, and sustainability. The main contribution of

the index is that it provides a new measurement system that calculates customers' perceptions of economic

performance, environmental performance, social performance, and cultural performance. Those perceptions

then determine their evaluations of the fashion industry's sustainable performance. The specific measurements

reveal the eco-focus of customers, which can help fashion industry practitioners design more effective and

pertinent sustainability strategies. This study tested and supported the new measurement system by revealing

real customer expectations regarding sustainable fashion product attributes. The system allowed us to study

how consumer satisfaction regarding sustainability of fashion products transfers to stronger brand equity. This

study was also able to show the importance of sustainable development strategies in the fashion industry and to

identify directions for the fashion industry to form sustainable, profitable, and competitive strategies. The study

results indicate that fashion company managers should accurately calculate how customers perceive each

sustainable behavior. The calculation of index score based on the ACSI model and the development of

measurement are suggested as future research themes based upon this study. Based on the index score, fashion

companies can draft their detailed strategies on how to develop sustainability to influence profits. Our study is

limited in that this study gathered data for only five fashion companies, which is insufficient for standardizing
 Fashion Sustainability

the index score. Future studies should extend to other fashion companies, types, markets, and culture to perfect

the measurement system and grading criteria. Future researches should study a complete and more detailed

sustainability evaluation system in fashion industry.

Acknowledgement

This Project has been supported by the faculty faculty of AIFD under senior advisor

“Mr. Furqan Saleem”, who is associated with Research Centre – AIFD, Iqra University.
 Fashion Sustainability

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