Examining the Impact of Brand Loyalty on Repurchase Intentions in the Context of Sustainable Fashion

The growing consumer demand for sustainable practices has transformed the fashion industry, prompting a shift from conventional to environmentally conscious business models. This study examines the impact of brand loyalty on repurchase intentions in the context of sustainable fashion, with a focus on the roles of brand awareness, perceived quality, and fashion consciousness. Grounded in Expectation Confirmation Theory, the research identifies brand awareness and perceived quality as key drivers of brand loyalty, which subsequently influences repurchase intentions. Fashion consciousness is analyzed as a moderating factor, revealing its nuanced impact on the relationship between loyalty and repurchase behavior. A two-pronged methodology was employed, utilizing bibliometric analysis and Regression analysis. The results show that perceived quality and brand awareness significantly enhance brand loyalty, while moderation analysis highlights the conditional role of fashion consciousness. The findings emphasize that delivering high-quality, sustainable products and fostering brand recognition are pivotal for cultivating customer loyalty and encouraging repeat purchases. The study contributes to academic knowledge by bridging gaps in the literature on consumer behavior in sustainable fashion and offers actionable insights for brands to strengthen loyalty programs and sustainability campaigns. These strategies are essential for building long-term consumer relationships and achieving competitive growth in the sustainable fashion market.