The Influence of Sustainable Development on Consumers’ Behaviors in Fashion Industry---The Case Of NIKE

Nowadays as the world values more about the topic of sustainability and thinks it is necessary for the protection of the planet and the development of human society, many industries have followed to take actions. Especially the fashion industry which is now becoming the second most polluting industry in the world. This research question is focusing on whether the efforts that companies have put in the sustainability have any impact on the purchasing behaviors of consumers. NIKE company would be taken as an example for this case study. The method used is case study. Collection of relative information such as the financial reports of NIKE, impact reports of NIKE, news about NIKE, and relevant research which is related to the topic will be involved. The finding of the research is that the concept of sustainability of the company has no significant impact on consumers’ purchasing behaviors, even though they have made many efforts in promoting and advertising the sustainable development of the company, the influence of the brand and the importance of sustainability to the society are still not fully changing the consumers’ mind and so motivating them to buy sustainable products more. It still takes some actions for NIKE to capture consumers’ mind.