Green Lion Extension (GLES) & Green Category Extension (GCES) On Consumers' Brand Attitude (BA) & Brand Loyalty (BL) Related To Sustainability In Vietnam's Fast Fashion Industry

Abstract

Fashion is currently the second most polluting business in the world and one of the major consumer industries. The advent and rapid expansion of the fast fashion business model, which allows consumers to stay current with fashion trends while still paying low costs and driving high levels of consumption and shorter product life cycles, makes this pollution problem worse. Since environmental consciousness has become more prevalent among consumers who buy clothing, most fashion firms have been quick to include sustainability into their goods and services to meet consumer demands. Many fast fashion firms embraced green branding through green brand extensions (GBE) as a strategy to increase their sustainability. This report was produced to fully comprehend consumer behavior in the fast fashion industry in Vietnam due to the limitations in observational research on how green branding affects customer sentiments. How do green brand extensions of fast fashion companies influence Vietnamese consumers' perceptions of the parent brand and brand loyalty? From 1981 to 1996 and 1997 to the present, I interviewed 289 people for this study using a quantitative approach and a questionnaire, mostly in the cities of Ho Chi Minh City, Hanoi, and Da Nang. Vietnam-based Gen Y and Z clients were specifically asked in the social media post, and only those two generations' ages were permitted in the questionnaire's relevant age group.