Sustainability has emerged as an important market driver with the potential to grow profits and spur value creation. As such, brands have increasingly introduced products with sustainability claims (i.e., claims of improved environmental and/or social impact). Prior work examining products with sustainability claims have focused almost entirely on consumer packaged goods. Little is known about the effects of sustainability claims on fashion brands. Drawing from the customer-based brand equity framework, we explore the effect sustainability claims on consumer attitudes towards luxury and non-luxury fashion brands.

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