Sustainability as Strategy: Evaluating the Financial and Consumer Impacts of Sustainable Practices in the Fashion Industry


Presenter: Jaeron Valera Mercado

Faculty Sponsor: Muzzo Uysal

School: UMass Amherst

Research Area: Environmental Science and Sustainability

Session: Poster Session 1, 10:30 AM - 11:15 AM, Auditorium, A81

ABSTRACT

This study investigates sustainability as a strategic driver of business performance in the fashion industry by examining its influence on consumer perception, brand loyalty, and willingness to pay. Although prior research suggests that sustainability initiatives may enhance long-term financial outcomes, existing findings remain mixed and frequently rely on aggregated ESG indicators that provide limited insight into firm-level strategies and consumer-driven mechanisms. This study addresses this gap by integrating consumer perception data with a comparative analysis of three major fashion brands: Patagonia, Levi Strauss & Co., and Adidas. Using a mixed-methods research design, the study combines an anonymous online survey of consumers aged 18–35 with secondary analysis of publicly available sustainability initiatives and corporate disclosures. The survey measures perceived sustainability, brand trust, reputation, loyalty intentions, and willingness to pay using structured Likert-scale instruments, along with open-ended questions to capture qualitative insights regarding authenticity and credibility. This approach allows examination of how consumers interpret sustainability strategies and whether perceived transparency and genuineness influence behavioral intentions. By connecting firm-level sustainability models with consumer responses, this research contributes to a more nuanced understanding of sustainability as both an ethical commitment and a potential source of competitive advantage. The findings aim to provide practical implications for fashion managers evaluating whether sustainability can function as a value-creating strategic investment rather than solely a reputational obligation.

RELATED ABSTRACTS