The impact of eco-fashion strategies on male shoppers' perceptions of brand image and loyalty

Abstract

Consumers are now more informed about the negative impacts created by the fashion industry on the environment and society. Few studies however, have examined the impact of eco-fashion initiatives on male shoppers’ perceptions of the brand in a fast fashion context. This research therefore explores the ethical awareness in male shoppers on the high street and second, the extent to which retailer’s sustainable strategies impacts on brand image and loyalty. An online survey was launched with 200 male consumers from three different age groups. The results from the survey revealed that men are highly aware of social negligence and unethical practices within the industry and are willing to support sustainable strategies adopted by retailers. The findings also show that positive perceptions of the brand are formed when fashion retailers engage with sustainable initiatives. However, there is no evidence to suggest men would stay loyal to a retailer with eco-fashion ranges.