The Influence of Sustainable Development on Consumers’ Behaviors in Fashion Industry---The Case Of NIKE

Jiani Sun

doi:10.54097/t08z7618

Authors

Jiani Sun

DOI:

https://doi.org/10.54097/t08z7618

Keywords:

Fashion industry, sustainability, consumers.

Abstract

Nowadays as the world values more about the topic of sustainability and thinks it is necessary for the protection of the planet and the development of human society, many industries have followed to take actions. Especially the fashion industry which is now becoming the second most polluting industry in the world. This research question is focusing on whether the efforts that companies have put in the sustainability have any impact on the purchasing behaviors of consumers. NIKE company would be taken as an example for this case study. The method used is case study. Collection of relative information such as the financial reports of NIKE, impact reports of NIKE, news about NIKE, and relevant research which is related to the topic will be involved. The finding of the research is that the concept of sustainability of the company has no significant impact on consumers’ purchasing behaviors, even though they have made many efforts in promoting and advertising the sustainable development of the company, the influence of the brand and the importance of sustainability to the society are still not fully changing the consumers’ mind and so motivating them to buy sustainable products more. It still takes some actions for NIKE to capture consumers’ mind.

Downloads

Download data is not yet available.

References

Fashion: A highly polluting industry that may be overlooked. BBC News Chinese. https://www.bbc.com/zhongwen/simp/business-55315722. 2023/10/20

A Susana Ramírez, Steven Ramondt, Karina Van Bogart, and Raquel Perez Zuniga. Public Awareness of Air Pollution and Health Threats: Challenges and Opportunities for Communication Strategies to Improve Environmental Health Literacy. J Health Commun. 2019; 24(1): 75–83.

Amobonye, A., Lalung, J., Awasthi, M. K., & Pillai, S. (2023). Fungal mycelium as leather alternative: A sustainable biogenic material for the fashion industry. Sustainable Materials and Technologies, 38, e00724.

De Ponte, C., Liscio, M. C., & Sospiro, P. (2023). State of the art on the Nexus between sustainability, fashion industry and sustainable business model. Sustainable Chemistry and Pharmacy, 32, 100968.

Ikram, M. (2022). Transition toward green economy: Technological Innovation’s role in the fashion industry. Current Opinion in Green and Sustainable Chemistry, 37, 100657.

Abdelmeguid, A., Afy-Shararah, M., & Salonitis, K. (2022). Investigating the challenges of applying the principles of the circular economy in the fashion industry: A systematic review. Sustainable Production and Consumption, 32, 505–518.

Environmental and safety risk assessment for sustainable circular production: Case study in plastic processing for fashion products. (2023). ScienceDirect.

Grappi, S., Bergianti, F., Gabrielli, V., & Baghi, I. (2024). The effect of message framing on young adult consumers’ sustainable fashion consumption: The role of anticipated emotions and perceived ethicality. Journal of Business Research, 170, 114341.

Dangelico, R. M., Alvino, L., & Fraccascia, L. (2022). Investigating the antecedents of consumer behavioral intention for sustainable fashion products: Evidence from a large survey of Italian consumers. Technological Forecasting and Social Change, 185, 122010.

D’Adamo, I., & Colasante, A. (2022). Survey data to assess consumers’ attitudes towards circular economy and bioeconomy practices: A focus on the fashion industry. Data in Brief, 43, 108385.

D. Tighe. Nike-Statistics & Facts. statista. https://www.statista.com/topics/1243/nike/#topicOverview. 2023/10/20.

lanxiongsports. Nike's latest annual report comes out, and these future trends are worth paying attention to. new.qq.com. https://new.qq.com/rain/a/20220628A0BA3F00#:~:text. 2023/9.

Nike releases 2022 Impact Report. OUTLETSCN.COM. https://outletscn.com/news/brands-news/nike3-27/. 2023/9.

Nike released the latest Impact Report: Our voices and actions can actually change the world. 163.com. https://www.163.com/dy/article/G5AT48OK0519FFAI.html. 2023/9.

Impact-Protecting the Planet. about.nike.com. https://about.nike.com/en/impact/focus-areas/protecting-the-planet. 2023/9.

FY22-NIKE, -Inc.-Impact-Report. 2023/9, 2023/10.

To promote sustainable progress, Nike releases FY2019 Impact Report. NIKE, INC. (n.d.-b). http://www.nikeinc.com.cn/html/page-3354.html. 2023/9.

Dima Nikitin. Nike’s Marketing Approach with Sustainability Efforts. EVENTIGE. Nike’s Marketing Approach with Sustainability Efforts (eventige.com). 2023/10.

P. Smith. Sustainable fashion worldwide - statistics & facts. statista. Sustainable fashion worldwide - statistics & facts | Statista. 2023/10.

Impact Partnerships and Collaborations. about.nike.com. Impact Partnerships and Collaborations — NIKE, Inc. 2023/10.

The Lyst Index. LYST. https://www.lyst.com/data/the-lyst-index/q421/. 2023/10

Nike_FY10-11_CR_report. 2023/10/20.

Nike banks on sustainability for profit. FASHIONUNITED. Nike banks on sustainability for profit (fashionunited.uk). 2023/10/20.

FY12-13_NIKE_Inc_CR_Report. 2023/10/20.

Huang, W.-S.; Lee, C.-J.; Chen, H.-S. The Influence of Corporate Social Responsibility on Consumer Purchase Intention toward Environmentally Friendly Sneakers. Sustainability 2022, 14, 14400.

Shen, D., Richards, J., & Liu, F. (2013). Consumers’ awareness of sustainable fashion. Marketing Management Journal, 23(2), 134-147.