Purpose

Adding to competitive dynamics and sustainability literature, this paper aims to examine the implementation of environmental protection and sustainability initiatives within the European fast-fashion clothing industry from the perspectives of Generation X and Y consumers. The study primarily investigates whether consumers’ level of environmental consciousness impacts their purchase decisions and consumption behaviour and the consequent strategic competitiveness effects on businesses.

Design/methodology/approach

The methodological approach relied on multiple data collection methods. In the first stage of the study, the researchers analysed the content of the official websites of two of Europe’s leading fashion firms. In the second stage, a quantitative research approach was aimed at revealing the perceptions, attitudes and purchase behaviour of Generation X and Y consumers towards the two fashion houses and their brands.

Findings

Although European fashion manufacturers invest in sustainability and engage in environmental protection, their marketing efforts need to be more effectively managed and targeted towards their target consumer markets. The level of engagement and sensitivity of each generational group towards sustainability issues varies. Each group’s environmental consciousness, motivation and response is shaped by distinct characteristics, which, in turn, create implications for the effectiveness of sustainability efforts towards differentiation and competitiveness. Overall, consumers engage in environmental initiatives but ignore the corporate initiatives pursued by the two fashion firms and did not view them as sustainable brands.

Originality/value

The study explores the effectiveness of sustainability and environmental protection orientation as business competitive strategies in the light of environmental turbulence and social changes impacting the fast-fashion clothing industry and its relationships with its consumer markets.

中文翻译：

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探索快时尚服装行业消费者的可持续发展意识水平：商业和消费者双重视角

目的

除了竞争动态和可持续性文献之外，本文旨在从 X 世代和 Y 世代消费者的角度研究欧洲快时尚服装行业中环境保护和可持续性举措的实施情况。该研究主要调查消费者的环保意识水平是否会影响他们的购买决策和消费行为，以及随之而来的对企业战略竞争力的影响。

设计/方法/方法

方法论方法依赖于多种数据收集方法。在研究的第一阶段，研究人员分析了两家欧洲领先时尚公司的官方网站的内容。在第二阶段，定量研究方法旨在揭示 X 世代和 Y 世代消费者对两家时装公司及其品牌的看法、态度和购买行为。

发现

尽管欧洲时装制造商投资于可持续发展并致力于环境保护，但他们的营销工作需要更有效地管理并针对目标消费者市场。每个代际群体对可持续性问题的参与程度和敏感性各不相同。每个群体的环境意识、动机和反应都受到不同特征的影响，而这些特征反过来又会对可持续发展努力实现差异化和竞争力的有效性产生影响。总体而言，消费者参与了环保举措，但忽视了两家时装公司所追求的企业举措，也不将它们视为可持续品牌。

原创性/价值

鉴于环境动荡和社会变化影响快时尚服装行业及其与消费者市场的关系，该研究探讨了可持续性和环境保护导向作为商业竞争战略的有效性。