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Examining relationships among sustainable orientation, perceived sustainable marketing performance, and customer equity in fast fashion industry

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  • Yang Sun
  • Kyung Hoon Kim
  • Juran Kim

Abstract

With the rapid rise in global population, environmental ecosystems are experiencing unsustainable stress. Improved marketing research can help companies change their marketing strategies to adjust to new conditions requiring environmental sustainability. A research review suggests that organizations can measure their sustainable marketing performance not only from the organization's standpoint, but also from customers' viewpoints.In this study, we analyze the fast fashion industry to study relationships of sustainable orientation, perceptions of sustainable marketing performance, and drivers of customer equity: value equity, brand equity, and relationship equity.

Suggested Citation

  • Yang Sun & Kyung Hoon Kim & Juran Kim, 2014. "Examining relationships among sustainable orientation, perceived sustainable marketing performance, and customer equity in fast fashion industry," Journal of Global Fashion Marketing, Taylor & Francis Journals, vol. 5(1), pages 74-86, January.
    • Handle: RePEc:taf:rgfmxx:v:5:y:2014:i:1:p:74-86
    DOI: 10.1080/20932685.2013.866319
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    Cited by:

    1. Otterbring, Tobias & Folwarczny, Michał, 2024. "Social validation, reciprocation, and sustainable orientation: Cultivating “clean†codes of conduct through social influence," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    2. Eva Hageman & Vikas Kumar & Linh Duong & Archana Kumari & Eileen McAuliffe, 2024. "Do fast fashion sustainable business strategies influence attitude, awareness and behaviours of female consumers?," Business Strategy and the Environment, Wiley Blackwell, vol. 33(2), pages 1081-1098, February.

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