External relational capital is the value created by an organization’s relationships with outside stakeholders, such as customers. This study introduces and examines the concept of sustainable enclothed cognition to support it, aligning rational reasons, personal values and emotions with sustainable clothing choices not only fosters envisioning sustainable learning from a user perspective but also holds the potential to help companies quickly adapt and find alternative solutions, thereby minimizing production impacts on the environment and promising the future for sustainable fashion in the industry.
This study aims to explore how sustainable enclothed cognition, combined with envisioning sustainable learning, can enhance external relational capital in the fashion industry by fostering deeper connections between fashion brands and environmentally conscious consumers. Data collection took place between May and September 2021. A survey of 211 young workers was conducted, and the data were analyzed using partial least squares-structural equation modeling (PLS-SEM).
The findings demonstrate that prioritizing sustainable enclothed cognition can satisfy consumer demands, strengthen customer relationships and enhance competitive positioning in the fashion industry. Furthermore, the study provides actionable strategies for implementing envisioning sustainable learning, highlighting its transformative role in turning consumer alignment into external relational capital. This insight inspires a new perspective on the potential of sustainable learning in the fashion industry.
This research offers a deeper understanding of how companies can strategically manage their external customer relationships by using sustainable enclothed cognition to drive eco-innovation and enhance relational capital in the sustainable fashion industry. Findings support that textile companies provide fresh insights into their innovative capacity by aligning consumer rational reasons, values and emotions with learning practices. The study also underscores the pivotal role of envisioning sustainable learning in embedding sustainability into the core of fashion industry practices, delivering both theoretical and practical guidance on achieving long-term business success through sustainability.
