Purpose This paper aims to investigate how the location of fast fashion brands’ environmental sustainability initiatives (domestic vs foreign) influences consumer reactions. It also aims to address the challenge fast fashion brands face in deciding where to focus sustainability efforts amid increasing pressure to address environmental issues. Design/methodology/approach The study uses six experimental studies to explore consumer responses to fast fashion brands’ environmental sustainability initiatives. It examines the moderating roles of brands’ sustainability performance and consumers’ local-global identity in shaping these responses. Findings The results demonstrate that domestic environmental sustainability initiatives lead to higher purchase intentions and increased word-of-mouth compared to foreign initiatives. This effect is stronger for fast fashion brands with poor sustainability performance, while for those with good records, the location of initiatives has minimal impact. In addition, consumers with a local identity prefer domestic initiatives, whereas consumers with a global identity react similarly regardless of location. Research limitations/implications The study focuses on the fast fashion sector, which may limit generalizability to other industries. Future research could explore different retail contexts or longitudinal effects to deepen understanding of sustainability initiative impacts. Practical implications Fast fashion brands should prioritize domestic sustainability initiatives to enhance consumer perception, particularly if their sustainability record is weak. Tailoring strategies based on consumers’ local or global identities can further optimize engagement and brand loyalty. Originality/value This research provides novel insights into the strategic role of initiative location in fast fashion brands’ sustainability agendas. It highlights the importance of aligning sustainability efforts with consumers’ identities and brands’ prior performance, offering practical guidance for fast fashion brands, especially those new to sustainability investments.
Sarantopoulos et al. (Wed,) studied this question.