Customer Perceptions of Sustainability Practices in the Fashion Retail Indus try in Finland

Abstract

This study examines the perception of the consumer of sustainability practices in the fashion retail industry in Finland and how these perceptions influence brand image and buying behaviour. The theory used in the research includes Consumer Perception Theory, Signalling Theory and the Theory of Planned Behaviour. A structured questionnaire was carried out among a sample of 110 respondents, through which quantitative data were obtained and analysed using PSPP using reliability testing, descriptive statistics, Pearson correlation, and multiple regression analysis. The findings indicate that the Finnish consumers’ awareness and attitude to sustainability in fashion are perceived as high, mean perception score being 3.76 out of 5. There was a strong and statistically significant positive correlation between consumer perception of sustainability and brand perception (r = 0.742, p < 0.000), as well as with purchasing behavior (r = 0.715, p < 0.000). Additionally, brand perception itself showed a strong positive correlation with purchasing behavior (r = 0.800, p < 0.000). Regression results indicate that brand perception and purchasing behavior together explain 59.2% of the variance in sustainability perception, with brand perception having a stronger influence (β = 0.474). Consumers rank Finnish fashion brands highly in terms of quality and reliability, as well as ethical values; however, some of them have concerns about the quality of the information about sustainability that they obtain. The study emphasises the strategic value of genuine, transparent, and effectively communicated sustainability practices in building brand equity and encouraging ethical consumption. It also indicates the importance of value-oriented marketing, educational programs and appropriate pricing strategies to deal with the cost concerns while maintaining an ethical standard. The study is limited by its relatively small sample size, predominantly composed of young, educated, and urban respondents, and its cross-sectional design. Future studies should adopt longitudinal and cross-cultural research designs to more effectively examine emerging sustainability attitudes and practices across diverse demographic groups and geographic contexts.