Olga V. Kudryavtseva, Taisiia A. Kulikova Sustainabile Development in the Fashion Industry and Consumer Loyalty

DOI: 10.38050/2078-3809-2024-16-2-80-99

Abstract

The purpose of the research is to identify the benefits of sustainable development of companies in the fashion industry in terms of changes in consumer loyalty. The relevance of sustainable development of companies in the fashion industry is considered. External factors that can further motivate companies towards sustainable development, global and Russian experience of companies in the fashion industry in approaching sustainable development and carbon neutrality have been studied. Additional measures that firms can take in this area are suggested. The change in consumer attitudes and loyalty when companies in the fashion industry apply sustainable development practices is studied. According to the results of the study, it was revealed that consumer loyalty to a brand increases when it applies sustainable development practices. It was concluded that sustainable development of companies in the fashion industry is an important process and that there is significant potential and prospects for the development of this industry in terms of developing new practices and increasing consumer awareness on this issue.

Keywords: sustainable development, global warming, carbon neutrality, fashion companies, consumer loyalty.

JEL: O13, Q01, Q54, L67.

For citation: Kudryavtseva, O.V., Kulikova, T.A. (2024) Sustainabile Development in the Fashion Industry and Consumer Loyalty. Scientific Research of Faculty of Economics. Electronic Journal, vol. 16, no. 2, pp. 80-99. DOI: 10.38050/2078-3809-2024-16-2-80-99.

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