Enhancing Fast Fashion Brands Through Environmentally Sustainable Efforts : An explorative study on Generation Z’s perceptions towards circular economy initiatives and its impact on Customer-Based Brand Equity

Enhancing Fast Fashion Brands Through Environmentally Sustainable Efforts : An explorative study on Generation Z’s perceptions towards circular economy initiatives and its impact on Customer-Based Brand Equity

Purpose – The purpose of this study is to explore how environmentally sustainable efforts, in terms of circular economy (CE) initiatives, are affecting the customer-based brand equity (CBBE) of fast fashion brands. By considering the attitudes of Generation Z, fashion companies can build brands that...

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Bibliographic Details
Main Authors: Blomberg, Linnéa, Furman, Julia
Format: Others
Language:English
Published: Luleå tekniska universitet, Institutionen för ekonomi, teknik, konst och samhälle 2021
Subjects:
Circular Economy
Brand Equity
CBBE model
Fast Fashion
Generation Z
Economics and Business
Ekonomi och näringsliv
Business Administration
Företagsekonomi
Online Access:http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-85368

Internet

http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-85368

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