Examining the Impact of Green Innovation Management on the Brand Image of Contemporary Fashion Industries

Abstract

This study investigates the impact of green innovation on contemporary fashion brands' brand image. It contends that integrating sustainability into innovation can yield positive outcomes beyond financial gains. The research employs quantitative methods, utilizing surveys to gather data from Zara customers. The findings highlight a positive correlation between consumer purchasing frequency and their willingness to pay for green products. By carrying out cross analysis, an ascending pattern was found between these two items. This pattern indicates a growing demand for sustainable options. The study emphasizes that addressing consumers' environmentally friendly needs can enhance brand image, especially once fundamental and competitive attributes are met. The study also finds the positive relationship between education and income level, and willingness to pay for green products. This research underscores the importance of integrating sustainable practices into innovation strategies, as a means to ensure brand resilience, consumer perception, and long-term success in an environmentally conscious era.