Research On Sustainable Marketing Strategy Of Fast Fashion Brands Based On ABC Attitude Model

With the continuous emergence of issues such as global warming and excessive waste of resources,especially fast fashion brands that occupy an important position in the apparel industry,their traditional development concept of purely pursuing economic growth has encountered unprecedented challenges,and more and more people in society Advocating the concept of green,environmental protection and health makes it urgent for fast fashion brands to carry out sustainable marketing.This research mainly starts with the overview of fast fashion brands.First,through literature research,the definition and characteristics of fast fashion brands are given,and the development status and outstanding problems of fast fashion brands are summarized.At the same time,the market environment of fast fashion brands is analyzed from both macro and micro perspectives.Analysis in all aspects.On this basis,it summarizes the current sustainable marketing measures of fast fashion brands and lays the foundation for the next step of empirical research.In the empirical research,based on the low intervention level in the ABC attitude model,combined with rational behavior theory,planned behavior theory,and continuous use of information system and extended model theory,a presupposition model of consumer attitudes under the sustainable marketing of fast fashion brands was constructed.Propose research hypotheses.The research of this research takes consumers who have bought too fast fashion brands in Wuhan and other second-tier cities as the research object,and obtains relevant data information through questionnaire surveys and street interviews,supplemented by SPSS statistical analysis software for correlation and regression analysis,To verify the correctness of the proposed attitude model and research hypothesis.At the same time,research is conducted on the moderating effect of demographic variables in the purchase process,and the conclusion shows that age characteristics are the most obvious,followed by occupational characteristics.According to the five dimensions of the consumer attitude model under the sustainable marketing of fast fashion brands: internal hidden influencing factors,external explicit influencing factors,purchase intention,purchase behavior and satisfaction,fast fashion brands are given three aspects Sustainable marketing advice: in terms of internal hidden influencing factors,establish a sustainable image and enhance consumer identity;adopt a variety of marketing methods to strengthen sustainability awareness;enhance soft communication methods and positively guide subjective norms;actively participate in public welfare Career,strengthen the brand’s sense of social responsibility.In terms of externally dominant factors,we develop unique products and follow design sustainability;production and manufacturing are optimized,pollution and waste are minimized;transportation and distribution are efficient,and stores are green and energy-saving;low-energy washing is used,and used clothes are diversified.In terms of the relationship between purchase intention,purchase behavior and satisfaction,strengthen internal sustainable construction and accurately locate consumer groups;pursue consumer experience first and carry out emotional links;focus on consumer evaluation and strengthen customer maintenance.