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Keywords: Fast fashion
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Journal Articles
Navigating sustainability: The impact of fast fashion brands’ location strategy on consumer reactions to environmental sustainability initiatives
Available to Purchase
Journal:
European Journal of Marketing
European Journal of Marketing 1–27.
Published: 10 June 2026
...Panagiotis Sarantopoulos; Hongwei He Purpose This paper aims to investigate how the location of fast fashion brands’ environmental sustainability initiatives (domestic vs foreign) influences consumer reactions. It also aims to address the challenge fast fashion brands face in deciding where...
Includes: Supplementary data
