Consumer perceived brand authenticity and sustainable marketing in the UK fast fashion sector

Zhang, M

Abstract

The thesis considers challenges in sustainability marketing in the fast fashion sector. This is in light of discourse by some commentators in relation to perceived unsustainable brand image and misinterpretation in communications between consumers and fast fashion enterprises. The thesis suggests that through the contribution of brand authenticity, the desired trustworthiness could be enhanced so that unsustainable brand image can be reformed to contribute to a more sustainability-oriented brand image. Meanwhile, the improved communications can be utilised to deliver sustainability-related information to consumers. The study utilised qualitative research methods, including focus group and in-depth interview, and used thematic analysis to build theory and address research questions. In addition to providing a novel approach for marketing research in solving sustainability marketing problems, the results also suggest a means for fast fashion companies to enhance sustainability and sustainable brand image whilst maintaining a competitive advantage.

Citation

Zhang, M. Consumer perceived brand authenticity and sustainable marketing in the UK fast fashion sector. (Thesis). University of Salford

• Thesis Type: Thesis
• Deposit Date: Apr 12, 2023
• Publicly Available Date: Apr 12, 2023
• Award Date: Aug 12, 2022