A Study on Relationship between Sustainable Fashion Brands and Consumer Value through Application of Importance-Performance Analysis, Impact Range-Performance Analysis, and Impact Assessment Act

Abstract

Based upon the Consumer Value Theory, we delved into consumers’ perceptions of the Sustainable Development Goals (SDGs) as represented by fashion brands. By employing the Importance-Performance Analysis (IPA) approach, functionality, emotional value, and social value serve as the primary dimensions through which consumers evaluate the SDG. From a functionality perspective, consumers anticipate that fashion brands extend beyond meeting basic apparel needs, emphasizing the significance of brands delivering augmented value through pioneering designs and superior material quality. This insinuates the imperative for brands to meticulously consider the sustainability of materials and the environmental impact inherent in their manufacturing processes. The emotional dimension underscores the avenues through which brands foster emotional affiliations with consumers. A genuine commitment to, and enactment of, sustainability by brands enhances the depth of emotional bonds they share with consumers. This is manifested solely in the brand’s imagery and designs and the alignment of the brand’s mission and ethos with consumers’ convictions and principles. From a social value standpoint, there is a consumer expectation for brands to undertake broader societal roles, such as buttressing local communities, ensuring the integrity and transparency of their supply chains, and amplifying charitable endeavors. The findings of this research posit that in their pursuit of sustainability, fashion brands need to holistically address product functionality and emotional resonance, while concurrently comprehending consumers’ social value aspirations and acknowledging the nuances introduced by cultural and contextual variables, thereby crafting more bespoke and efficacious marketing strategies.