An empirical test of the triple bottom line of customer-centric sustainability: the case of fast fashion

Hyejune Park,Youn-Kyung Kim

doi:10.1186/s40691-016-0077-6

Hyejune Park, Youn-Kyung Kim

Open Access

https://doi.org/10.1186/s40691-016-0077-6

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Abstract

AbstractThe aims of this study were (a) to determine if the triple bottom line (TBL) model can serve as an accounting framework for consumers’ perceived sustainability of fashion brands; (b) to investigate whether TBL sustainability can be linked to brand relationships with fast fashion; and (c) to determine whether the predictive role of the TBL sustainability of fast fashion brands differs from that of sustainable fashion brands. Three research questions were formulated to achieve these goals. To this end, a series of statistical analyses were conducted on the consumer panel data (N = 732) gathered via a market research firm. The sample included US consumers who have shopped from either fast fashion brands or sustainable fashion brands. The results suggest that the TBL model is an effective tool for explaining a consumer’s perception of a fashion brand’s sustainability. The results also reveal disparate effects of TBL sustainability on brand outcomes between fast fashion brands and sustainable fashion brands. Detailed results with theoretical and managerial implications are discussed.

Highlights

An increasing number of studies in the fashion apparel sector has pursued multiple topics ranging from the use of environmentally friendly fashion products to the corporate social responsibility (CSR), reflecting an “emerging megatrend” (Lubin and Esty 2010, p. 44) in the current business environment
The objectives of this study were (a) to determine if the triple bottom line (TBL) model can serve as an accounting framework for consumers’ perceived sustainability of fashion brands by explaining the concept from both conceptual and practical perspectives; (b) to investigate whether TBL sustainability can be linked to brand relationships with fast fashion; and (c) to determine whether the predictive role of the TBL sustainability of fast fashion brands differs from that of sustainable fashion brands
An exploratory factor analysis (EFA) using principle component analysis with Varimax rotation was performed on the 17 measurement items for the three dimensions of sustainability of fashion brands

Summary

Introduction

An increasing number of studies in the fashion apparel sector has pursued multiple topics ranging from the use of environmentally friendly fashion products to the corporate social responsibility (CSR), reflecting an “emerging megatrend” (Lubin and Esty 2010, p. 44) in the current business environment. There is a lack of understanding regarding a discrepancy between consumers’ perception toward a brand’s sustainability and their behavior toward the same brand. This discrepancy can be demonstrated by the fact that fast fashion (or “disposable” fashion)—encouraging over-consumption and disposability—continues to gain profits and popularity over the last decade (Joy et al 2012).

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