Is sustainable positioning the new path to achieve brand loyalty? An investigation on the Gen Z market of the U.S. apparel brands

For consumers' increased concern on environmental and social issues, sustainability becomes crucial for apparel brands. Thus, brands are focusing on positioning themselves as sustainable. To promote sustainability belief and get consumers' recognition, apparel brands use credible sources and maintain information transparency. This study investigated the strategies apparel brands utilize for sustainable positioning by employing the stimulus-organism-response framework. Specifically, this study investigated how brand loyalty, eWOM, attachment, trust, and identification are influenced by sustainability positioning strategies with credible sources and transparency. This study used an experimental model based on eight conditions developed by credible sources and transparency as stimuli instruments to test the research question. The findings of this report indicated that positioning sustainability strategies with credible sources be able to lead to positive brand attachment, brand trust, and brand identification. However, this study did not have evidence of the impact of transparency on these dependable variables. Furthermore, brand loyalty and eWOM are significantly influenced by brand attachment and trust, whereas brand identification positively affects brand loyalty only, not eWOM. As society and industry become more interested in the topic of sustainability, understanding the aspects of sustainable positioning with this study may enable marketers and academics to design successful marketing strategies and enhance theoretical knowledge on the apparel sector.

Embargo status: Restricted until 06/2027. To request the author grant access, click on the PDF link to the left.