The Influence of Sustainability Marketing, Corporate Social Responsibility, Ethical Branding, and Green Consumerism on Brand Equity and Market Position in the Fashion Industry

Dudi Permana, Dhiana Ekowati
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Abstract

In an effort to break into foreign markets, this study looks into how brand equity and market position are affected by sustainability marketing, corporate social responsibility (CSR), ethical branding, and green consumerism in the Indonesian fashion sector. Data obtained from 197 Indonesian fashion customers was subjected to a quantitative analysis. The associations between the variables were examined using Partial Least Squares (PLS) 3 and structural equation modeling (SEM). The findings show a strong positive correlation between brand equity and market position and sustainability-related criteria (green consumerism, CSR, sustainability marketing, and ethical branding). The results highlight how crucial sustainability and ethical branding are from a strategic standpoint for Indonesian fashion firms looking to gain a competitive edge and become more visible in the international fashion scene.
可持续发展营销、企业社会责任、道德品牌和绿色消费主义对时装业品牌资产和市场地位的影响
为了打入国外市场,本研究探讨了印尼时装业的可持续营销、企业社会责任(CSR)、道德品牌和绿色消费主义如何影响品牌资产和市场地位。本研究对从 197 名印尼时装消费者那里获得的数据进行了定量分析。使用偏最小二乘法(PLS)3 和结构方程模型(SEM)检验了变量之间的关联。研究结果表明,品牌资产和市场地位与可持续发展相关标准(绿色消费主义、企业社会责任、可持续发展营销和道德品牌)之间存在很强的正相关性。研究结果突出表明,从战略角度来看,可持续发展和道德品牌对于希望获得竞争优势并在国际时尚舞台上更受瞩目的印尼时装公司来说至关重要。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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