Sustainable factors that explain corporate reputation: the role of universalism, value congruence and environmental perception in fashion
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Abstract
Corporate reputation in sustainable fashion is a key element because it reflects how consumers perceive the consistency between brands' ethical values and their environmental practices. Understanding this relationship allows companies to strengthen their image and differentiate themselves in an increasingly conscious market.
The objective of this research was to analyze how environmental awareness, value congruence, environmental product perception, and universalism impact the corporate reputation of sustainable fashion brands. A quantitative and exploratory approach was applied to 512 participants, yielding 260 valid responses. The results were evaluated using the PLS-SEM technique in SmartPLS.
The results indicate that universalism is the most determining factor, as it connects consumers' ethical principles with brands' sustainable actions. Furthermore, consistency between values and practices reinforces perceived authenticity, consolidating corporate reputation. These findings are relevant for companies to design more effective and credible sustainable strategies.
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Vani Zarabe Romero-Jaramillo, Universidad Técnica de Machala - Ecuador
https://orcid.org/0009-0006-5284-2092
I am a Marketing student at the Technical University of Machala, Faculty of Business Sciences. I have participated in several projects related to sustainable marketing, product creation, and brand development. Among them are the design of marketing plans for artisanal and innovative products, the sustainability assessment of “Santa Inés” farm, and the development of sustainability strategies for a motorcycle brand. I also received recognition for my performance during my professional internship, where I continued collaborating with the institution. My research focuses on sustainable factors that influence corporate reputation within the fashion industry.
Andreina Guadalupe Garces-Guijarro, Universidad Técnica de Machala - Ecuador
https://orcid.org/0009-0007-2400-4240
I am a Marketing student interested in studying consumer behavior in the fashion sector. I have participated in academic projects related to sustainability and social responsibility, strengthening my training in market research. I am currently developing a scientific article on corporate reputation in the fashion industry, with the aim of contributing to the design of ethical and sustainable marketing strategies
Lorenzo Bonisoli, Universidad Técnica de Machala - Ecuador
https://orcid.org/0000-0003-3336-5658
Full professor at the Technical University of Machala since 2013, PhD in Philosophy (Università Cattolica di Milano - Italy) in 2002, Master of Business Administration (Cranfield University - UK) in 2011 and PhD in Economic Sciences (University of Almería - Spain) in 2020. Research areas: Sustainability, Microeconomics, Sustainable Agriculture and Development, Strategic Marketing, Sustainable Marketing.
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