Examining relationships among sustainable orientation, perceived sustainable marketing performance, and customer equity in fast fashion industry

With the rapid rise in global population, environmental ecosystems are experiencing unsustainable stress. Improved marketing research can help companies change their marketing strategies to adjust to new conditions requiring environmental sustainability. A research review suggests that organizations can measure their sustainable marketing performance not only from the organization's standpoint, but also from customers' viewpoints. In this study, we analyze the fast fashion industry to study relationships of sustainable orientation, perceptions of sustainable marketing performance, and drivers of customer equity: value equity, brand equity, and relationship equity.