The present study applies asymmetric analysis and models complex antecedent conditions to identify shoppers with high purchase intentions to sustainable fashion products’ (SFPs) and high eWOM intention. The fuzzy-set qualitative comparative analysis (fsQCA) method was used to assess the cause-and effect process. The examination was based on information process, and decision making of consumers in two countries (China and Korea) was found to vary by nationality. Specifically, consumers in the two countries provided different responses on sustainable fashion change configuration, suggesting differences in the characteristics of sustainable and non-sustainable fashion consumers and sustainable fashion intentions. The results show that various casual recipes on sustainable fashion change the configuration and sustainable fashion intention on corners 1 and 4. Both Chinese and Korean consumers do not have several unique demographic and fashion expenditure configurations that characterize consumers with high intention to buy and eWOM intention favorable toward sustainable fashion. In the Chinese consumers’ data, computing with words (CWW) showed that young•married•low-income•low-education•low-fashionexpenditure cases (consumers) were lower on negation purchase and eWOM intentions (i.e., an accurate screening configuration identifying consumers high io non-sustainable fashion intentions). The results also help identify consumer characteristics of sustainable fashion consumers and non-sustainable fashion consumers. Specifically, the results of the fsQCA suggest dissimilar confirmation to achieve purchase intention and eWOM intention of sustainable fashion and provide meaningful academic and managerial implications. The results of the fuzzy-set qualitative comparative analysis also support and clarify the role of the theory of information process and the theory of reasoned action towards sustainable fashion.

In recent years, maintaining transparency has become a trend among brands, and a better level of supply chain transparency has been demonstrated to positively affect consumer environmental concern and conscious behavior. Consumers may accept transparency efforts as a signal of the brand goodwill and perceive it as a visibly sustainable effort that can convert brand trust. In the information transparency trend, eco-certification plays an important role as a tool to inform consumers about sustainability. However, facing large amounts of information, consumers spend much time filtering information, so the accuracy of the obtained information can be compromised. The Higg index is a sustainable verification platform that reveals the entire activities of supply chains. However, most consumers are facing an overload of information that could confuse their processing of any information. In this context, the present study seeks to examine the effect of business transparency to conscious consumer behavior and purchase intention. Second, this study deals with the moderating effects of sustainable knowledge on the relationship between business transparency, environmental concern, and brand trust. Third, we explore the effects of high and low level of consume knowledge of sustainability on the relationship between business transparency and brand trust. In terms of the methodology used in the present study, an off-line survey of Korean consumers was conducted. SPSS 21.0 was used for data analysis aiming to test the proposed model and research hypothesis. The mains results of this study are as follows. First, business transparency has a positive effect on environmental concern, brand trust, and consumer willingness to conscious behavior. Second, consumer sustainable knowledge has a moderating effect on business transparency for environmental concern and brand trust. Taken together, the findings of the present study provide meaningful implications for marketers by highlighting the importance of transparency and introduction of a transparent eco-certification for communication with consumers. To successfully influence consumer willingness to assume conscious behavior, brands are advised to provide standardized transparency labels, rather than complicated information.

Introduction The fashion business is known as one of the major industries that is suffering from rising concerns about the consumption of its product, which led to a reorganization of the fashion supply chain to become more sustainable three decades ago. The interest in the concept of sustainability and demand for sustainable marketing activities is gradually growing in the fashion industry due to the negative image and press it receives. Within the luxury fashion segment, the three main themes that are recognized to contribute to sustainability are exclusivity, craftmanship and limited production. However, luxury brands are increasingly shifting their attention and commitment towards environmental and social issues to be incorporated in the concept of sustainability. Yet, the majority of consumers has little understanding or misunderstands the concept of sustainable fashion and marketing, which leads to a gap between attitudes towards sustainability and actual behavior. As a result, fashion brands are trying to leverage their brand by making sustainability a key marketing strategy to raise awareness about social, environmental, economic and cultural issues. Extant research has not explored this recent trend to understand how consumers evaluate fashion brands with a sustainable marketing communication, especially in the context of luxury brands. This study investigates how luxury and mass fashion brands can utilize sustainable marketing contents in social media communication to reach their target group and enhance their equity with sustainability associations. Theoretical Development Associative network models of memory have served as a fundamental framework for a wide range of studies related to the formation and transfer of associations. According to associative network theory, brand knowledge is represented in form of an associative network of memory nodes connected to each other. Nodes are activated when cues, such as advertising, are presented. Mere exposure to cues was shown to be sufficient to active associations and facilitate association transfer. While brands are continuously attempting to make use of associative power to leverage brand equity, extant research has provided compelling reasons to accept that association transfer can also result in brand dilution when a retrieval of conflicting or negative associations occurs. Especially in the context of luxury brands consisting of very unique associations and being different from mass brands in many regards, managing the brand’s associative network is a crucial task in order to send the right signals to consumers and maintain exclusivity. This study investigates how social media communication of different sustainability dimensions affects brand attitude and how it ultimately impacts behavioral outcomes in an attempt to build brand equity for mass and luxury fashion brands. Method and Data The hypotheses are tested with 273 respondents who participated in an online experiment. They were first asked to state their involvement with the category fashion. Subsequently, subjects were presented with a brand post either for the mass or luxury brand including claims related to one of the four sustainability dimensions or no claims for the control group respectively. The experiment consisted of a 2 (brand: mass or luxury) x 5 (sustainability dimensions: none, cultural, economic, environmental, social) factorial design. The measures that followed included attitudinal as well as behavioral constructs related to the brand, sustainability as well as social media use. Analysis of covariance is applied to test for main effects and interaction effects. Summary of Findings This study provides evidence that social media communication of a sustainable brand affects the purchase intention of consumers. The findings indicate a significant difference between the mass and the luxury brand used for this study. The mass brand exhibits the potential to leverage associations with cultural, economic, and environmental sustainability. However, the results only reveal a marginally significant higher purchase intention when cultural sustainability is communicated compared to when the brand does not provide any sustainable associations. In contrast, the luxury brand suffers from significant brand dilution across all four sustainability dimensions resulting in a decline in purchase intention. Key Contributions The findings reveal that sustainability communication exerts a diverging influence depending on the type of brand that is involved. This study suggests that mass brands are able to benefit from sustainability communication in an attempt to leverage brand equity. However, for a luxury brand this type of associations rather presents a liability that might dilute the brand. The findings of this study provide important insights for brand managers. Since mass brands are currently increasing efforts into sustainable communication in the fashion industry, the results suggest that this might be a promising investment. However, luxury brands are advised to carefully manage the communication of salient content related to sustainability as it might harm the invaluable and unique associations inherent in a luxury brand.

Creativity and innovation are crucial components of new product development (NPD) and incorporating environmental sustainability adds an extra dimension to the creative process, particularly for the fashion industry, which is a key sector in the UK creative industries that form a significant part of the national economy. Fashion designers’ creativity during NPD can be facilitated by effective collaboration with roles such as product technologists and buyers. This paper discusses ways in which creative knowledge and processes can be applied to innovative sustainable product development, exploring barriers and enablers involved in widening the availability and adoption of environmentally sustainable fashion. NPD is one of the more tangible aspects of creativity that can be managed, whereas creative design thinking is less tangible and logical, thus making it potentially incompatible with managers who are often more business-orientated and risk-averse in their approach than designers (Puryear, 2014). This can create tension for teams when selecting the most appropriate products for production and sustainable product features have traditionally not been a priority for fashion companies. Making products more sustainable is one of the challenging constraints that designers increasingly need to address within NPD, due to the high sustainability impacts of clothing in both environmental and social terms (Hjelmgrem et al., 2015). This research will adopt a qualitative approach, involving semi-structured interviews with a sample of 20 product development professionals from retailers, brands and manufacturers in the UK fashion business, during August to October 2018. In conclusion, the study will build on the primary research results to develop an original conceptual framework in the form of a model to facilitate product developers’ awareness and understanding of sustainability issues within creative processes and to adopt a new vocabulary to elicit more effectual communication regarding sustainability between NPD actors.

Authenticity is an important topic in business activities and society at large. Sustainability management and marketing activities are required as consumers become more interested in society. The consumer evaluation of brand authenticity is a crucial factor in a brand’s reputation and long-term growth, which affects brand loyalty, electronic word of mouth (eWOM) and purchase behavior. With this latest trend, luxury brands are paying attention to sustainability activities, but consumer confidence in the sustainability of luxury brands is still low. Experts emphasize that building trust with customers by promising authenticity is a key challenge. Meanwhile, luxury brands are actively communicating with consumers through SNS, such as Instagram. Social media marketing directly and indirectly influences brand authenticity, as well as purchase intentions and eWOM. Nevertheless, there is little exposure to sustainability activities in the social media accounts of luxury brands. Therefore, the purpose of this study is to examine the relationship between the sustainability activities on the social media of luxury brands and brand authenticity, as well as the effects of brand authenticity on eWOM and purchase intention. For this study, we conducted an online survey targeting individuals with ages of 20–30 years and who are highly interested in society while actively using social media. The collected data were analyzed using the SPSS 21.0 software package. The main finding of this study reveals that consumers are more aware of brand authenticity when they see an Instagram post that includes messages about sustainability rather than a post without any such messages. In addition, brand authenticity has positive effects on eWOM and purchase intention. These findings suggest that sustainability marketing by luxury brands leads to positive consumer response, and the broadcasting of messages about sustainability via social media is effective for the marketing strategy of luxury brands.

Introduction The current fashion industry has been overrun with fast fashion products in the last couple of decades. Consequently, it has become one of the most environmentally degrading industries worldwide, and is plagued by social and economic inequalities (Fletcher, 2013). The fast fashion apparel industry produces pollution and waste; and wearers are exposed to hazardous materials. The fast pace of the fashion industry has also led to unsafe working conditions that can result in detrimental influence on workers as in the 2013 Rana Plaza collapse in Dhaka, Bangladesh. Furthermore, the individuals responsible for making the fast fashion products often live in underdeveloped countries and are paid below national minimum wage (Niinimaki, 2013). In contrast, the sustainable fashion industry aims to produce safer, cleaner, and more impactful apparel. A part of the growing sustainable apparel industry is slow fashion, which emphasizes creating fashion products at a less-intensive pace with environmentally-minded techniques. Slow fashion movement is an emerging trend within the fashion industry that counteracts the harms of fast fashion. The term „slow fashion‟ was first used by Kate Fletcher and shares several characteristics with slow food, from which the slow fashion movement got much of its inspiration (Cataldi, Dickson, & Grover, 2010). Slow fashion is thought to represent a blatant discontinuity such as a break from the values and goals of fast (growth-based) fashion (Fletcher, 2013). Slow fashion attempts to remedy the various negative economic, social, and environmental global impacts of the current fast fashion system. The purpose of this study was to analyze the material-oriented trends of representative fast fashion and slow fashion brands toward the development of sustainable fashion. This study aimed to answer the following questions: 1) By what efforts in terms of material usage do the fast and slow fashion brands promote sustainable fashion? and 2) How do these efforts influence apparel manufacturing as sustainability practices and consumers‟ purchase intentions? Backgrounds Moore and Fernie (Moore & Fernie, 2004, p. 31) defined fast fashion as “various strategies to respond commercially to the latest fashion trends”. Fast fashion brands, such as H&M, Forever 21, and Zara, use a combination of quick response and enhanced design techniques to quickly design, manufacture, and stock trendy apparel and accessories that consumers can purchase at an affordable price (Cortez et al., 2014). The manufacturers of fast fashion brands struggle to provide innovative merchandise in their preferred production timetable (Cortez et al., 2014). In such an overloaded manufacturing process, the apparel industry has experienced increased pollution and hazardous work environments. Slow fashion is defined as “a philosophy of attention that is sensitive to environmental and societal needs and to the impact production and distribution have on society and the environment” (Karaosman, Brun, & Morales-Alonso, 2016). Antanaviciute and Dobilaite (2015) report that the slow fashion industry is sustainable and seeks a greater purpose than making profit, and is thus characterized with promoting fair economic, environmental, and social systems within the fashion cycle. In the slow fashion movement, the materials used to produce garments are environmentally friendly. Sustainable fashion is achieved when available materials are used to their ultimate potential; waste materials are utilized; the products are recycled; and a second life for the fashion products is planned (Sharda & Mohan Kumar, 2012). In addition, sustainable fashion uses biodegradable materials such as organic cotton, polylactic acid, and other biopolymers etc. (Fletcher, 2013). In the production phase, garments workers who produce sustainable fashion products are paid a living wage, unlike their counterparts who work for less than a dollar a day in the fast fashion industry. Throughout the slow fashion supply chain, reducing the speed at which the products are produced and consumed is emphasized. Slowing down the production phase results in end products of better materials, with more material-construction input-time, and longer-lasting overall final product, as compared to typical fast fashion items. Case study This study was conducted based on a case study. We analyzed the sustainability practices in aspect of fiber materials of two representative brands: a fast fashion, Zara and a slow fashion, People Tree. Several resources were used to collect the information necessary for the case study. The primary resources were academic articles, reports, and brochures from companies‟ websites. The information on both companies was very useful to understand their products and sustainability practices as a fast fashion and a slow fashion brand. Zara is a ready-to-wear fast fashion retailer based in Spain, which was created by Rosalia Mera and Óscar Pérez Marcote in 1974. Since its creation, the fast fashion retailer has built a reputation for manufacturing and stocking on-trend clothing at the customer‟s demand. The company sends small shipments year-round to stores and subsequently monitors the customers‟ reactions by adjusting the store inventory. The retail giant has employed over 10,000 employees and is a private company that, according to the Business of Fashion, was worth $16.7 billion in 2013 (Hansen, 2012). Zara is known as affordable luxury (Gamboa & Goncalves, 2014) for its on-trend imitations of high-end clothing pieces that are inexpensive. The average Zara consumer is young with an age range of 18 to 24 years and female (Gamboa & Goncalves, 2014). Zara was chosen for this case study based on its unique and successful fast fashion business model. Zara has been criticized for numerous violations in manufacturing practice, including a lack of hygiene and safety in its Argentinian factories. The workers‟ rights NGO La Alameda, alleged that the working conditions consisted of no breaks and poorly lit and unventilated conditions (Crotty, 2013). The company compensated the workers and was forced to pay $530,000. People Tree is considered as a pioneer in the slow fashion movement and sustainable fashion. The company has implemented many measures to increase its economic, social, and environmental sustainability. People Tree was the first fashion brand to develop an integrated supply chain for organic cotton from the farm to the final product. Furthermore, they were the first organization to achieve a Global Organic Textile Standard certification. They source their yarns, fabrics, and accessories locally, as well as choose natural and recycled products over the toxic, synthetic, and non-biodegradable materials typically found in fast fashion products. The People Tree producer group is comprised of over 4,560 artisan producers, which includes hand weavers, hand knitters, embroiderers, tailors, and group leaders. They allow local individuals to produce and create incredibly unique products, thus generating livelihoods and incomes for these individuals who typically reside in very rural areas. Zara uses a variety of synthetic and organic fibers and textiles in its clothing. Zara partners with a company called Lenzing to source recycled polyester, cotton, and wool when available, and then donates any extra textiles not used in manufacturing products. Zara prioritizes using organic cotton and recycled materials. Organic cotton is grown and manufactured without harmful pesticides. Zara has become one of the biggest users of organic cotton, which is a part of their Join Life campaign and in collaboration with the Better Cotton Initiative (Inditex Annual Report, 2016). Zara also uses three types of rayon in its products: Modal, Viscose, and Lyocell. These materials are made from cellulose fibers, which take longer to harvest and manufacture than cotton. People Tree does not use polyester in its products, and most of its clothing is made from organic cotton and wool. It uses 100% fair-trade certified organic cotton that is certified by Soil Association (People Tree Seventh Biennial Social Review, 2011-2012). In addition to cotton and wool, it uses a fiber called “Tencel,” which is made from wood pulp. Tencel is a Lyocell product, also made from cellulose fiber, which is stretch-resistant and highly versatile. Zara uses both synthetic and organic fibers; whereas, People Tree uses organic fibers in the manufacturing of products. Lyocell is one of the most revered sustainable fibers currently on the market. Lyocell is a cellulosic fiber, specifically derived from wood pulp, normally eucalyptus (Fletcher, 2013), beech, and pine (Gordon & Hill, 2015). In a typical process, the wood pulp is dissolved in a solution of amine oxide, a solvent, which is then spun into fibers; subsequently, the solvent is removed from the fibers through a washing process (Fletcher, 2013). The manufacturing process recovers 99.5% of the solvent and the solvent is recycled back into the process (Fletcher, 2013). The solvent is non-toxic, non-corrosive, and all effluent is non-hazardous (Fletcher, 2013). Lyocell has many other environmental benefits such as complete biodegradability (six weeks in an aerated compost heap), and of renewable raw material (eucalyptus has a fast-growing cycle and reaches full maturity in seven years). No bleaching is used prior to processing the fiber, thus reducing chemical, water, and energy consumption in the dyeing process; hence, Lyocell is considered as a “very clean” fiber (Fletcher, 2013). While Lyocell is considered a very sustainable product, its production is energy intensive. However, due to recent research, the amount of energy used to make Lyocell has begun to decrease (Fletcher, 2013). Lyocell is also known by its brand name, Tencel (Gordon & Hill, 2015). Companies such as People Tree have begun to use products like Tencel in their everyday-clothing production. People Tree‟s “Our Tencel” collection is produced by Creative Handicrafts, a social enterprise working to actively empower disadvantaged women of the slum communities of Mumbai through economic independence. Like every producer of People Tree‟s clothing or Tencel products, Creative Handicrafts works to provide fair pay and safe treatment for all their workers. They also work to improve the lives of those employed by Creative Handicrafts. People Tree is currently using their “Our Tencel” collection to upskill the workers, making them qualified for higher paying and more difficult jobs should they choose to leave Creative Handicrafts. They aim to provide workers with a greater range of fabrics that they can work with for future client‟s needs. This provides the workers with greater business opportunities. The slow fashion brand‟s attributes attract ethical consumers. The ethical consumer considers the impact of consumption in terms of environmental and social responsibilities (Barnett et al., 2005). The likeliness of ethical consumer‟s purchasing or willing to purchase a slow fashion product depends on the customer‟s level of involvement. A consumer with high involvement who is willing to purchase the product at a higher price, is not attracted to mass fashion trends, and shows intent to purchase an apparel product for environmental reasons (Jung & Jin, 2016). McNeil and Moore (McNeil & Moore, 2015) found correlations between concern levels for both environmental and social wellbeing and consumer‟s intentions towards sustainable apparel. Similarly, it is possible to predict the preference of ethical consumers to purchase a fast fashion product if made of sustainable fiber materials. Conclusions We analyzed the material-oriented trends of representative fast fashion brand, Zara, and slow fashion brand, People Tree, toward development of sustainable fashion. The kinds of materials used by each brand in manufacturing fashion products, and recent efforts in sustainable practices of both fashion brands were analyzed. The results indicated that the fast fashion brand, Zara has begun to incorporate sustainable fibers such as organic cotton into their products, and the slow fashion brand, People Tree uses more sustainable fibers such as Tencel and organic cotton for its garments and other products. The efforts involved in the trends of fast and slow fashion brands toward sustainable fashion were anticipated to attract ethical consumers‟ purchase intentions. The current findings suggested that new technology offers innovative manufacturing processes producing more eco-friendly products, less waste, and less pollution, which begins to mitigate the negative environmental effects of the traditional fast fashion industry. Implications and limitations This study was intended to analyze the efforts involved in the production of fast fashion and slow fashion brands in aspect of fiber materials, toward the overall goal of sustainable practices. This study may be useful to designers, manufacturers, and retailers who hope to better understand the trend of sustainable practices of both fast and slow fashion brands. Since ethical consumers presumably prefer sustainable products, this study may help designers, manufacturers, and retailers establish optimized strategies tailored to such trends. This study has a limitation due to selection of a small number of brands, which prevents the generalization of the results to all fast and slow fashion brands.

The global society is overwhelmed by growing social inequality and environmental pollution. Especially, the fashion industry has been linked to hazardous clothing wastes and exploitation of labor in poor countries. We acknowledge that the sustainability philosophy could be an alternative governing principle that can lead us to a better future for the fashion industry. This study investigates brain responses of fashion professionals and consumers as they are presented with sustainable fashion of luxury and SPA brands. Using functional magnetic resonance imaging (fMRI), the whole brain responses of participants were measured and analyzed to reveal how their brain responses differ depending on fashion products’ brand type and certification mark. We build an online education platform for professionals and lay consumers on the subject of sustainable fashion. Brain responses are measured from both groups of professionals and consumers while they are exposed to sustainable fashion products of luxury and SPA brands. A group of subjects watch the online educational program while under the counterpart condition subjects see another video of the same length, unrelated to sustainability. BOLD measures are acquired using Siemens 3T scanner and analyzed using SPM 12 software. We find selective brain activation patterns that can distinguish the educated group from the uneducated ones. The practical implication of this study is that we must do our best to build a sustainability education program which can motivate professionals and consumers effectively, by stimulating both cognitive and affective bases of behavioral change.

The fashion products are believed that reinforce the inequities, exploit workers, spur resource use, increase environmental impact, and generate waste. Sustainability has been recognized as a major concern worldwide, and this also increases considerations regarding the challenges to business need to be faced in the fashion industry. When the fashion industry aims to promote sustainability, the main change factors have been linked to environmental and ethical issues in production. This paper aims to exploring an index for measuring sustainable performance of fashion company based on customer’s perception. The index measurement system is built from the basic dimensions of sustainability: economic, environment and social and the key influencing items in fashion industry: culture. Culture acts an important role in fashion consumption since it gives effects to customer’s behaviou and customer self-identity. Based on these four dimensions the this study designs a model related with customer’s perception and expectation to measure the evaluation of fashion company’s sustainable performance. Based on the result of index this paper studies how the customer’s evaluation upon sustainable performance works on customer’s loyalty. This index is designed for evaluating the sustainable performance of fashion company and give a direction to the managers in fashion industry that what the advantage is and weakness is in the sustainability strategy. It is efficiency for the managers to improve the sustainability strategy to match customer’s needs for engaging long-term benefit from fashion customers.

In contemporary society, the severity of social problems, such as environment pollution, is gradually raising people’s awareness towards sustainability (Gleim, Smith, Andrews, & Cronin, 2013). The fashion industry’s interest in sustainability is growing. However, consumers have neither sufficient knowledge or, nor faith in, sustainable fashion, and often question the reasons to pursue sustainability (Skov, 2009). The success of sustainable fashion depends on effective branding and marketing communications strategies designed to enhance consumers' knowledge, benefit and value perception. Providing consumers with the benefits of new products is an effective way of communicating (Lee & Colarelli O'Connor, 2003). Knowledge is an important variable affecting consumers ' perceived benefits (Haas & Hansen, 2007). Consumers’ values, attitude, and knowledge also affect their environment awareness and actions (Laroche, Bergeron, & Barbaro-Forleo, 2001). According to a previous study, environmental knowledge plays an important role in consumer behavior (Tilikidou, 2006). Consumers perceive various kinds of value according to their knowledge (Haas & Hansen, 2007; Hartmann & Apaolaza-Ibáñez, 2012). Therefore, it is crucial to create awareness of the effect of consumer behaviors on the environment (Cegarra-Navarro, Cordoba-Pachon, & Fernandez de Bobadilla, 2009). Many studies have highlighted the leading factors influencing sustainable behavior (Cervellon & Wernerfelt, 2012). However, there a dearth of research on how sustainable knowledge influences perceived benefit, perceived value and behavior Thus, the purpose of the present research is as follows: (1) to identify the effects of sustainable fashion knowledge on perceived benefit and perceived risk, (2) to investigate how perceived benefit and perceived risk influence perceived value, and (3) to investigate perceived value’s influence on purchase intention and knowledge sharing intention. Sustainable fashion education, nationality, and uncertainty avoidance, will have a moderating effects on relationships among sustainable fashion knowledge, perceived benefit, perceived risk, perceived value, purchase intention, and knowledge sharing intention. Four hundred fifty samples were collected to measure sustainable fashion knowledge, perceived benefit, perceived risk, perceived value, purchase intention, knowledge sharing intention, uncertainty avoidance, and demographic variables. Data analysis was performed using SPSS 18.0 for descriptive statistics and exploratory factor analysis, and AMOS 18.0 for confirmatory factor analysis (CFA), validity test and multiple group analysis on the results. A measurement model was then estimated by examining the results of the CFA. The main results of this research are as follows: (1) sustainable fashion knowledge has a positive influence on perceived benefit and perceived risk, (2) perceived benefit and perceived risk have a positive influence on perceived value, (3) perceived value has a positive influence on purchase intention and knowledge sharing intention, and (4) there was a difference in the relationship between variables according to the consumer groups (education, nationality, uncertainty avoidance tendency). This study is meaningful for taking an in-depth look at the influence of customers’ perceived value, based on their level of sustainable knowledge, on consumer behavior and on knowledge sharing related to sustainable fashion. In terms of practical applications, this study can provide in-depth and empirically-supported online education and a brand marketing strategies regarding an actual sustainable fashion brand.

The concept of „Sustainability‟ has become as major concern and it used by consumers and corporations to convey the concept of taking care of the environment. Environmental concern has led to sustainable consumption in a variety of product categories, such as electricity, textiles, apparel, food, and grocery products (Chan, 2001; Harrison, Newholm, & Shaw, 2005; Vermeir & Verbeke, 2006a, 2006b). Interest of the negative environmental impacts are rapidly increasing in present fashion business and consumer behavior has become a rising concern of the consumption and fashion supply chain to apply sustainable consumption (Birtwistle & Moore, 2007; Fineman, 2001). The environmental and social concern recognized in fashion industry from 1990‟s. However, the complexity of conceptual definition of sustainability and ecologically responsible consumer generates different and mistaken perception to consumer. In addition, in fashion industry, the terms of „eco-fashion‟, „environmentally friendly fashion‟,„green fashion‟, „ethical fashion‟, and „sustainable fashion‟ are frequently used interchangeably to describe the same concept. These interchangeable terminology is leading to confusion of the readers by the non-unified terminology (Choi et al., 2012). Also, consumers seem to have narrow scope and little understanding of sustainable fashion. In general, consumers focuses on environmental aspect not the wide-range of complexity of environment, social, and economical concern (Cervellon, Hjerth, Ricard, & Carey, 2010). The growing number of fashion brands are leveraging on green branding initiatives. Green marketing is increasing rapidly in corporate aspects and for a consumer perspective, global consumers are recognizing a personal accountability to take responsibility for social and environmental issues. Despite the fact many of individuals‟ willingness to purchase green products has increased in the last few years, however, there is limited studies suggest that purchase of green or sustainable products. Consumer research on sustainable fashion has mainly focused on consumer behaviors towards sustainable fashion products (SFPs); however, relevant studies that examined the whole process of the predicting proenvironmental behavior cross nationally value and the eWOM are still scarce. The purposes of research model are 1) to identify the determinants of eWOM intention on consumers' purchase intentions, 2) to examine the information adoption process as precursors of purchase intention of sustainable fashion, and 3) to testify different message types effects to information adoption process.

On the one hand, organic food consumption has emerged as a rapidly growing consumption trend, juxtaposed against the unsustainability of industrialized food provisions. On the other hand, recent reports highlight that premium food consumption is one of the fastest growing luxury market segments worldwide. This paper draws on the theory of social practices in order investigate how organic food consumption can be understood as an emerging luxury fashion trend, comprised of multiple interrelated ‘nexuses of doings and sayings’ that represent the elements of, and situated within the broader context of consumer culture. In this endeavour, we have conducted a situated investigation of organic food consumption in South Korea. Our findings illustrate that Korean consumers engage in organic food consumption not merely for their superior health benefits or sustainability concerns. Instead, organic consumption conveys three distinct consumption value types – namely, functional (e.g., superior quality), experiential (e.g., feeling better about themselves because they purchase eco-friendly produce), and symbolic (e.g., allows them to convey their social status). Importantly, when these value types are taken together, they closely resemble the value derived from luxury fashion, which lead us to the conclusion that organic food consumption can be conceived as a particular type of luxury fashion trend. The paper concludes with the discussion of theoretical contributions and managerial implications.

This study focuses on exploring how to close attitude-behavior gap of consumers with regards to both recycled and upcycled fashion products. Specifically, this study is to explain the purchase gap between purchase intention and purchase experience of these sustainable products. Although many consumers had positive attitudes toward sustainable products, they often ended up not purchasing them. Factors including perceived values, risks, environmental concern, perceived consumer effectiveness, subjective norms, and demographic variables were examined to understand the discrepancy. The results indicate that antecedents of purchase intention were different from those of purchase experience and that influencing factors for recycled products were different from those for upcycled products. This study provides insights into understanding consumers and developing effective strategies to encourage desirable behaviors.

Sustainability is currently regarded as an imperative business goal by multiple stakeholders, comprising investors, customers, and policymakers (Nidumolu, Prahalad, & Rangaswami, 2009; Sheth, Sethia, & Srinivas, 2011). In particular, how effectively the fashion industry deals with the challenges of sustainability will define its success for eras to come. This study focuses on how social power, parasocial interaction, and social capital work for purchase intention of sustainable fashion products in the fashion YouTube context. Specifically, the study investigates the effects of social power on parasocial interaction, the effects of parasocial interaction on social capital, and the effects of social capital on purchase intention for sustainable fashion products and the implications for sustainable fashion marketing and management. Theoretical Framework This study defines social power as types of power that can be employed to exert influence on others. The five social power bases (French & Raven, 1959) are discussed in terms of perceived influence: Expert power refers to someone who is perceived to be an expert, to have expert knowledge, or to possess special information. Legitimate power relates to someone who is perceived to have a legitimate right to impose behavioral requirements. Referent power is associated with someone who is personally identified. Reward power refers to someone who is perceived to have ability and coercive power to someone who is perceived to have the capability to confer punishment. Parasocial interaction concerns the relationship between media personalities and media users (Frederick, Lim, Clavio, & Walsh, 2012; Horton & Wohl, 1956; Jin & Park, 2009). Parasocial interaction can be defined as “immediate, personal, and reciprocal, but these qualities are illusory and presumably not shared by the speaker” (Horton & Strauss, 1957, p. 580; Jin & Park, 2009). Parasocial interaction theory focuses on the way audiences interact, relate to, and develop relationships with a celebrity (Jin & Park, 2009; Lee & Watkins, 2016). Audiences create a strong bond and intimacy with a celebrity while viewing media channels such as TV programs and social interactive media where audiences feel closer to the celebrity (Kassing & Sanderson, 2009; Lee & Watkins, 2016). Social capital refers to “the aggregate of the actual or potential resources linked to possession of a durable network of more or less institutionalized relationships” (Bourdieu, 1985, p. 248). Social capital involves the relationship between providing access to resources possessed by the associates and the nature and amount of those resources (Portes, 1998). Social capital can be clarified as an intangible force that helps to bind society together by transforming self-seeking individuals into members of a community with shared interests, shared assumptions about social relations, and a sense of the common good (Etzioni, 1996). Sustainability refers to three dimensions: economic, environmental, and social (Sheth, Sethia, & Srinivas, 2011). Sustainability transforms into a triple bottom line responsibility, with the inference that assessment of business outcomes should be based not only on economic performance, but also on the environmental and social impact. Environmental and social demands from various stakeholders contribute to the pressure for businesses to reflect sustainability. Thus, sustainable marketing practices are defined from economic, environmental, and social perspectives. In this study, effective sustainability measurements involve purchase intention for sustainable products especially emphasizing environmental and social performance. Focused on the effects of social power on parasocial interaction and the effects of parasocial interaction on social capital and purchase intention for sustainable products, this study tests the following hypotheses: H1. Social power (expert, referent, legitimate, and reward) positively influences parasocial interaction. H2. Parasocial interaction positively influences social capital (bonding and bridging). H3. Social capital positively influences purchase intention for sustainable fashion products (environmentally and socially sustainable fashion products). Methods This study used a survey to investigate key questions about the associations among social power, parasocial interaction, social capital, and purchase intention for sustainable fashion products. A total of 230 fashion YouTube users recruited from South Korea participated in the survey. Of the 230 participants, 40 were men (17.4%) and 190 were women (82.6%), with ages ranging from 20 to 39 (mean = 29.43 years). The social power of the fashion YouTuber (e.g., vlogger) was measured through an existing social power scale including expert, referent, legitimate, and reward measures that elicited user responses to 14 items (Goodrich & Mangleburg, 2010). Parasocial interaction was measured on the basis of user responses to six items on an existing 5- point scale that assessed parasocial interaction (Jin & Park, 2009). This study measured social capital on a 5-point Likert scale (1 = strongly disagree; 5 = strongly agree), which was adapted from an existing Internet social capital scale (Williams, 2006). Purchase intention was measured using three 7-point semantic differential scales (likely/unlikely, probable/improbable, possible/impossible; MacKenzie, Lutz, & Belch, 1986) after informing participants that they might be purchasing environmentally and socially sustainable products. Results The overall goodness-of-fit for this measurement model was acceptable (Chi-square 1236.138, df = 680, p <0.001, chi/df=1.818, TLI = 0.900, CFI = 0.913, RMSEA = 0.060). The reliability coefficients of all 14 social power measures including expert, referent, legitimate, and reward were 0.871, 0.782, 0.657, and 0.865, respectively. The reliability coefficient of all six parasocial interaction measures was 0.873. The reliability coefficients of all social capital measures were 0.684 for bonding factors and 0.899 for bridging factors. The reliability coefficients of purchase intention of environmentally and socially sustainable product measures were 0.921 and 0.947, respectively. The coefficients indicate acceptable reliability of the measures. This study used partial least squares (PLS) for structural equation modeling, which has good statistical power for samples. Social power, including referent (β = 0.018, p < 0.05) and reward (β = 0.359, p < 0.001), showed statistically positive effects on parasocial interaction. The results partially supported H1. Parasocial interaction showed statistically positive effects on social capital, the bonding factor (β = 0.578, p < 0.001), and the bridging factor (β = 0.651, p < 0.001). Thus, the results supported H2. For parasocial capital, bridging showed statistically positive effects on purchase intention of environmentally (β = 0.233, p < 0.01) and socially (β = 0.284, p < 0.01) sustainable products. Thus, the results partially supported H3 (see Table 1, Figure 1). Discussion This study contributes to clarifying the concept of social capital and determining the relationships between social capital and purchase intention for sustainable fashion products. This study contributes to the theoretical foundation and implications of social capital and sustainability. Specifically, social power, including referent and reward, positively influences parasocial interaction. Parasocial interaction has positive effects on social capital. In turn, social capital positively influences purchase intention for sustainable fashion products. This is the first study on the effects of social capital on purchase intention for sustainable fashion products in the fashion YouTube context. This study suggests that social capital is a strong influential variable for purchase intention regarding sustainable fashion products. Thus, fashion marketers should consider social capital management in the fashion YouTube context while tailoring their brand communications to enhance their sustainable marketing and management.

This study identified fashion consumers disposal behavior and analyzed the effects of consumers pursuing values in disposal, environmental awareness, and sustainable fashion consumption attitudes in regards to fashion disposal behavior. A survey questionnaire was developed and data were obtained from 460 consumers in their 20's to 50's in Korea who had experienced fashion disposal behaviors during last 12 months. As a result, there were four different fashion disposal behaviors such as economical, practical, and social disposal as well as hoarding behaviors. Consumers pursuing values in disposal affected fashion disposal behavior. Practical and economical values had positively impacted economical disposal and hoarding behaviors. While hedonic value had a negative impact on economical disposal behavior, it had a positive impact on social disposal behavior. Also, environmental-social values had positively impacted practical and social disposal behaviors. Fashion-related environmental knowledge had positively impacted economical and practical disposal behaviors and PCE affected social disposal behavior, while environmental concerns had a negative impact on economical disposal behavior. Consumers attitude toward usedfashion items, fashion recycling, and fashion innovativeness affected all of fashion disposal behaviors. Although hoarding behavior has been an under researched area, the finding implied that hoarding behavior was affected by consumer's pursuing value in disposal and sustainable consumption attitude. Also, environmental-social values and attitudes toward used-fashion items would induce practical disposal behavior such as reuse by alteration or reform. Consumers economical and hedonic values can promote donations or exchange/resale of unwanted fashion items, which can lead to sustainable consumption.

The ever-evolving fashion industry has brought forth direct and indirect effects on the environmentto the extent that environmental contamination, labor exploitation, and pirated or counterfeit products have emerged as serious social issues. The sustainability-related issues are associated with all stages of the product lifecycle, ranging from the extraction of raw materials to product disposal (Berkhout & Smith, 1999).In lifecycle management (LCM), the triple bottom line (TBL) of sustainability is seen from the perspective of the product lifecycle (Kocmanova & Nemecek, 2009). TBL refers to corporate efforts to keep a balance among financial viability, environmental soundness and social accountability (Elkington, 1997). As sustainable products are defined in the light of lifecycles, research on product lifecycle management (PLM) has drawn much attention (Gmelin & Seuring, 2014).In addition, PLM is known to exert substantial effects on new product development, which warrants the need to view new sustainable products from the perspective of PLM (Cantamessa, Montagna, & Neirotti, 2012). Therefore, the present study intends to apply a conceptual model of PLM-based new sustainable product development to the fashion industry and to take multifaceted approaches to sustainable fashion product development. To that end, case studies of 21 local and global sustainable fashion brands, 1:1 in-depth interviews with 24 experts from sustainable and non-sustainable fashion brands, and participant observation of 5 sustainable fashion brands were conducted as part of this study. The findings illuminate the management issues attributable to the lack of technology and expertise, as well as the quantification issues involving monitoring or normalized data collection, despite the presence of some process-specific sustainable items in sustainable products developed by the fashion brands. Also, the findings will serve as reference data for further discussions and provide some implications for the sustainable fashion product development of fashion brands.

Despite the consumer's interest in sustainable fashion and the sustainable fashion phenomenon in the fashion business being a serious issue for our society, only a limited number of studies focus on investigating the consumer's perceived value of sustainable fashion. Although eco-friendly consumption has been recognized as one of the major concerns of the fashion business, environmentally prudent consumption has not yet transformed into purchasing behavior. However, fashion companies try to offer many seasonal collections due to the fast fashion trends to meet the consumer's needs. Such trends have brought about an enormous amount of apparel waste, negative environmental impacts and serious questions about social issues. In addition, today’s fashion consumers appear to have a narrow point of view on sustainable/green fashion that focuses mainly on organic clothing, and avoids or shows no interest in the wider scope of sustainability encompassing environmental, social and economic concerns (Cervellon, Hjerth, Richard, & Carey, 2010). Increasing the consumption of sustainable fashion necessitates research into how fashion consumers make purchasing decisions. Therefore, the information and value of sustainable fashion need to be diffused by fashion consumers. Hethom and Ulasewicz (2008) stated that the consumer acts as a major stakeholder with the greatest impact on the development of a sustainable industry. Furthermore, it is necessary to examine the consumer's purchase decision-making process for sustainable fashion products in academia. According to previous studies, the awareness of sustainability issues is also growing due to the environmental impacts. However, this awareness has not yet affected apparel purchasing behavior and actual purchasing (Kim & Damhorst, 1998). In order to affect the behavior of fashion consumers and expand sustainable fashion in today's marketplace, it is essential to identify the influencing factors in purchase decision-making process for sustainable fashion products.

Using a range of interpretive methods, including focus-group interviews, in-depth interviews, and structured field observations, this study investigates how shopping experiences within sustainable fashion stores may cause consumers to change their attitudes towards sustainable fashion. Heider’s balance theory was applied to interpret the results, whereby we constructed the maps of individual consumers’ positive and negative associations of concepts, events, and outcomes within consumers’ purchasing decisions about sustainable fashion products. Our findings suggest that there could often be a gap between the consumer’s perception of sustainable fashion and their actual purchase behavior, which creates an ‘imbalanced’ state. However, positive store experiences may persuade consumers to achieve a balance by purchasing sustainable fashion products. The study provides important and theoretical and practical insights for sustainable fashion marketing

As mass production techniques developed in technological innovation due to the industrial revolution, the world started to face serious pollution problem and therefore ‘sustainable’ and ‘eco-friendly’ movement showed up in our societies. The fashion industry has emphasized the environmental design since the early 1960s. However, in the system engaged on trends and mass-production process, fashion designers and consumers could not pay more attention to the environment issues as expected. In these days, consumers not just in fashion products but also any other products started to care about ‘fair trades’, ‘environmental issues’, ‘human rights’, and ‘donations’ when they shop. Therefore, if fashion industries pay more attention to sustainable marketing and merchandising while selling their products, it will help consumers to build up a ‘sustainable thinking’. Usage of eco-friendly materials and recycling are well-known for practicing eco- friendly fashion but unfortunately, they are only limited in the process of making and disposal stage in fashion. Nowadays, there is an increasing concern and emphasis on fair trade, environmental awareness, human rights and other ethical consumerism practices, and is growing in tendency, which has prompted authentic and honest marketing strategies to become more effective as opposed to the existing one-shot events (Kim et al., 2013). If this trend of planning business strategies with authentic and sustainable tactics is implemented into the Fashion industry, then it will be able to establish a sustainable consumer culture. Until now, contemporary research on environmentally friendly and sustainable fashion are mostly centered on sustainable fashion ideas and studies on sustainable textiles (Fletcher, 2011). However, there was limited studies on sustainable design with various perspectives and design planning, which have much practical and real-world usage for designers or planners in the fashion industry. Therefore, it is necessary to conduct more studies on fashion design planning methods and guidelines that fashion merchandisers and designers in the industry can use.

It is recognized that the global apparel market of the twenty-first century is largely profit driven, and that the majority of producers and retailers have sourced products from the lowest cost locations. Purchase tickets of fashion goods available from ‘fast’ fashion retailers (at least within the UK) refrain from providing the consumer with details of the full circumstances of production. It seems that the majority of major retailers and producers are not willing to engage in levels of self-regulation which could ensure that the products offered to consumers are ethically produced and offer acceptable levels of sustainability. Meanwhile many fashion consumers have the desire to purchase sustainable products, produced ethically by workers paid fair wages in safe working environments. Consumer demand could be a powerful tool to adjust the behaviour of manufacturers and buyers. This paper proposes the introduction of international legislation demanding greater degrees of transparency than exist currently and that the full sourcing and production details of fashion products are stated clearly on the product’s purchase ticket within its retail setting. With the introduction of such legislation, consumers could thus be given the opportunity of purchasing goods which they feel accommodate their own views on ethical manufacture and sustainable products. In turn, consumer pressure could ensure indirectly that retail buyers consider all ethical and sustainable aspects of production when negotiating with garment producers/suppliers. Further to this, such a negotiating stance could ensure the improvement of the terms and conditions of employment of the numerous garment workers worldwide.