Green Brand Strategies in the Fashion Industry: Leveraging Connections of the Consumer, Brand, and Environmental Sustainability

Abstract

With a growing number of major fashion brands engaging in green-branding initiatives, environmental sustainability is becoming a management agenda that is being prioritized among many companies. However, the research literature is mixed in assessing the potential of the green strategy. Based on the schema theory as the theoretical framework, this chapter offers propositions that address how to leverage the interrelationship among the consumer, brand, and environmental sustainability within the context of green-branding strategies for fashion. Supported by the research literature and current movements in the fashion industry, this chapter explains how consumer receptivity to and decision making with regard to green fashion brands are influenced by the relationship between (1) consumer and environmental sustainability, (2) brand and environmental sustainability, and (3) consumer and brand. Consumer acceptance of green brands is dependent on how consumers process new green information within the context of the brand schema. Consumer motivation and ability to incorporate environmental sustainability within the brand schema will influence consumer attitudes toward the green brand. Also, the perceived fit between the brand and environmental sustainability as well as the authenticity of the business strategy will influence consumer response. In addition, consumers’ ability to integrate the fashion brand’s image with environmental values and the strength of their relationship with the brand will determine how green brand attributes are accepted. Industry implications for green branding are discussed and recommendations for future research are presented.