Purpose

This research extends understanding of the role brand co-creation plays in encouraging ethical consumption. The paper addresses sustainable development goal 12 (SDG 12): ensure sustainable consumption and production patterns, exploring how brand co-creation can be employed to advance this development goal.

Design/methodology/approach

The Customer Brand Co-creation Model is used within an embedded case design to understand the role of the brand and the consumer in promoting sustainable consumption within the fashion industry.

Findings

Initial insights suggest marketing has much to offer sustainability through the use of the brand. An extended brand co-creation framework highlights the importance of embedding sustainability and viewing the consumer as central to mobilising SDG12.

Practical implications

An important concern is to ensure sustainability is embedded within the activities and strategy of the organisation and viewed as integral rather than peripheral.

Originality/value

The paper examines aspects crucial to co-creation of “sustainability” through a focus on both the consumer and the brand. Case narratives provide a strong foundation to consider the Customer Brand Co-creation Model and implications of this framework for managerial practice. This study extends the model to encompass the umbrella of “sustainability” and the firm's perspective.

中文翻译：

---

动员可持续发展目标12：通过品牌共同创造可持续性

目的

这项研究扩大了对品牌共同创造在鼓励道德消费中所起的作用的理解。本文探讨了可持续发展目标12（SDG 12）：确保可持续的消费和生产模式，探讨如何利用品牌共创来推进这一发展目标。

设计/方法/方法

客户品牌共创模型用于嵌入式案例设计中，以了解品牌和消费者在促进时尚界可持续消费方面的作用。

发现

最初的见解表明，营销可以通过使用品牌来提供可持续性。扩展的品牌共同创造框架凸显了嵌入可持续性并将消费者视为动员可持续发展目标12的核心的重要性。

实际影响

一个重要的关注点是确保可持续性被嵌入组织的活动和策略中，并被视为不可或缺的而非外围的。

创意/价值

本文通过关注消费者和品牌，研究了对共同创造“可持续性”至关重要的方面。案例说明为考虑客户品牌共创模型以及该框架对管理实践的影响提供了坚实的基础。这项研究扩展了模型，以涵盖“可持续性”的保护伞和公司的观点。