Abstract
The fast fashion industry has been criticized for negatively impacting the economy, environment, and social justice. Consequently, many brands adopt sustainable marketing practices to promote eco-friendly manufacturing and encourage sustainable purchase behaviour. To explore this trend, a cross-sectional survey was conducted among fashion brand consumers using a quantitative research design. The survey data was analyzed using variance-based partial least squares-structural equation modelling (PLS-SEM). The results showed that sustainable marketing practices can be supported by creating a positive brand image and building trust. Such practices can positively influence consumers' perception of sustainability and promote brand loyalty, which can lead to sustainable purchasing behaviour. The study provides valuable insights into sustainable marketing strategies that fashion brands can adopt to promote sustainable practices and policies in local markets.
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