Fast fashion, a prominent sector in global business, has come under scrutiny for its substantial clothing production and the resulting social and environmental impacts. A social and sustainable orientation in fast fashion is gaining traction with increased consumer awareness, prompting a shift in manufacturing practices. This paper, using a combination of qualitative (content analysis) and quantitative (survey) approaches, focuses on Zara and applies Stakeholder theory to confirm the positive impact of adopting social and sustainable initiatives on clients' purchase intentions. Our findings also underscore the significance of keeping stakeholders informed about the sustainable and corporate social responsibility initiatives undertaken by a brand.

中文翻译：

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从快时尚向社会化和可持续快时尚的转变：消费者购买 Zara 意图的道德考虑的关键作用

快时尚是全球商业中的一个重要领域，因其大量的服装生产以及由此产生的社会和环境影响而受到密切关注。随着消费者意识的提高，快时尚的社会和可持续发展方向越来越受到关注，从而促使制造实践发生转变。本文采用定性（内容分析）和定量（调查）相结合的方法，重点关注 Zara 并应用利益相关者理论来确认采用社会和可持续举措对客户购买意愿的积极影响。我们的研究结果还强调了让利益相关者了解品牌所采取的可持续和企业社会责任举措的重要性。