The Potential of Sustainability in the Fast-Fashion Industry : studying the Sustainability Impact on Brand Loyalty in the Fast-Fashion Industry as Perceived by Generation Z

Abstract

This research paper is about studying the impact of sustainability of Fast-Fashion brands on generation Z brand loyalty. Indeed, it is a topic that seems relevant to me as sustainability is one of the main is-sues today. Moreover, by being part of this generation, I found also relevant to study this generation specifically as they are going to be the consumers of tomorrow. To conduct this investigation, a quan-titative survey questionnaire was used to collect data among 18–29-year-old respondents correspond-ing to the Generation Z. Moreover, a mono-method was chosen in form of a survey questionnaire. The time horizon was cross sectional as the data were collected only once for each respondent. Further-more, the research approach chosen is deductive and the philosophy is the realism. The results reveal that not every concept used in the questionnaire is having a significant impact on brand loyalty. In-deed, in a social media context only social media brand engagement is having a significant impact on social media brand loyalty with a ratio of <.001. Meanwhile, in a website context, the website brand trust and website brand engagement are both having a significant impact on website brand loyalty with respective ratios of .002 and <.001. Furthermore, results unveil that website brand loyalty and social media brand loyalty are impacting brand loyalty. Indeed, as their ratios are respectively <.001 and .083, we can consider that they are significant enough in their impact on brand loyalty. Future studies could reach more people and maybe ask for their nationality. With this information, a con-crete analysis could be done and analyze the eventual differences among different regions.