Exploring Customer-Centric Sustainability and Brand Relationships in Fast Fashion: Evidence from Indian Consumers

This work-in-progress (WIP) study investigates how Customer-Centric Sustainability (CCS) strategies influence consumer-brand relationships in the fast fashion industry. While fast fashion brands are often criticised for their unsustainable practices, many are now adopting consumer-facing sustainability initiatives that address economic, environmental, and social concerns. Grounded in the CCS framework proposed by Sheth et al. (2011), this research examines the impact of each sustainability dimension on brand trust, affective brand commitment, and brand loyalty intentions. It further explores how individual differences in sustainability knowledge and concern moderate these relationships. Data are being collected through an online survey of Indian consumers with recent fast fashion purchase experience. Preliminary analysis will be followed by exploratory and confirmatory factor analysis, and structural equation modeling to test the proposed hypotheses. The study contributes to literature by integrating sustainability marketing with brand relationship theory and provides practical insights for managers seeking to strengthen loyalty through authentic sustainability efforts.