ENVIRONMENTALLY FRIENDLY APPAREL PRODUCTS: THE EFFECTS OF VALUE PERCEPTIONS

The aim of the study was to investigate consumers' value perceptions of apparel companies' activities in regard to environmentally friendly apparel products. We recruited women living in USA to obtain 593 responses for statistical analysis of the data. The results suggest that the fit between environmentally friendly products and a fast fashion brand is important for fashion consumers, and a good fit of the fast fashion brand with sustainability causes increases consumers' perceptions of the fit between the parent brand and the sustainable extension line. Consumers' perceptions of cause-effectiveness value and monetary value of the extension line were each found to have an impact on both their purchase intention and their willingness to pay a premium price. These findings contribute to both academia and fast fashion retailers interested in corporate social responsibility.