Exploring the Role of Prospect Theory for Fast‐Fashion Practice as Experienced Through a Generational Lens: Marketing an Environmental Business Strategy That Appeals to Fashion Identity and Time Horizon Values

IF 13.3 1区管理学 Q1 BUSINESS

Business Strategy and The Environment Pub Date : 2025-10-16 DOI:10.1002/bse.70267

Elaine L. Ritch, Noreen Q. Siddiqui, Catherine Canning

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引用次数: 0

Abstract

The financially lucrative fast‐fashion business strategy is criticised for impacting detrimentally on the environment, with marketing tactics encouraging frequent‐impulsive fashion consumption. This research presents a novel conceptual framework merging fashion involvement values within prospect theory, creating a fashion‐identity‐time‐horizon lexicon which is examined within three generational cohorts (Z, Y and X). Dyadic interviews with 12 participants provided rich and insightful data, with analysis revealing four theoretical contributions to knowledge: (1) fast‐fashion marketing encourages passive consumption, (2) fashion fads differ from fashion style, (3) the same medium that stimulates fast fashion can be used to promote the circular economy and (4) confidence in fashion evolves with maturity. Managerial contributions include practical ways in which fast‐fashion retailers can shift towards a more environmentally focused business strategy that would appeal to consumers' fashion identities and time horizons, as well as sustainability values. Recommendations are made to align with regulations emerging from France to curb fast‐fashion sales.

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通过代际镜头探索前景理论在快时尚实践中的作用：营销一种吸引时尚认同和时间视野价值的环境商业战略

这种经济上有利可图的快时尚商业策略被批评对环境造成了不利影响，其营销策略鼓励了频繁的冲动时尚消费。本研究提出了一个新的概念框架，将时尚参与价值与前景理论相结合，创造了一个时尚-身份-时间-视界词汇，并在三代同代人（Z、Y和X）中进行了研究。对12位参与者的访谈提供了丰富而深刻的数据，通过分析揭示了四个理论贡献：(1)快时尚营销鼓励被动消费，(2)时尚潮流不同于时尚风格，(3)刺激快时尚的同一媒介可以用来促进循环经济，(4)对时尚的信心随着成熟而发展。管理贡献包括快速时尚零售商转向更注重环境的商业战略的实际方法，这将吸引消费者的时尚身份和时间跨度，以及可持续发展价值观。建议与法国出台的限制快时尚销售的法规保持一致。

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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来源期刊

Business Strategy and The Environment Multiple-

CiteScore

22.50

自引率

19.40%

发文量

336

期刊介绍： Business Strategy and the Environment (BSE) is a leading academic journal focused on business strategies for improving the natural environment. It publishes peer-reviewed research on various topics such as systems and standards, environmental performance, disclosure, eco-innovation, corporate environmental management tools, organizations and management, supply chains, circular economy, governance, green finance, industry sectors, and responses to climate change and other contemporary environmental issues. The journal aims to provide original contributions that enhance the understanding of sustainability in business. Its target audience includes academics, practitioners, business managers, and consultants. However, BSE does not accept papers on corporate social responsibility (CSR), as this topic is covered by its sibling journal Corporate Social Responsibility and Environmental Management. The journal is indexed in several databases and collections such as ABI/INFORM Collection, Agricultural & Environmental Science Database, BIOBASE, Emerald Management Reviews, GeoArchive, Environment Index, GEOBASE, INSPEC, Technology Collection, and Web of Science.