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Oklahoma State University
OSU Research Week

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Consumer-brand relationships leading to Sustainability

Consumer-brand relationships leading to Sustainability

Chitra Singh

Design, Housing, and Merchandising

Consumer expenditure on apparel, footwear and related products is rising. The statistics show that average expenditure per consumer in the USA for 2015 rose by 4.6 % from 2014 levels. Distinctively, the expenditures on apparel and related services for 2015 were risen by 3.4% from its 2014 levels, with approximate annual spending of $1800 USD (US Bureau of Labor Statistics, 2016). This rise in the clothing consumption leads to environmental issues with rising textile waste. In the USA the textile waste increased from 14.33 million tons in 2013 to 15.13 million tons in 2013 (U.S. Environmental Protection Agency (EPA). We studied the impact of consumer-brand relationships on product longevity leading to sustainability. Our research shows that if a consumer has the hedonic and utilitarian connection with the brand, he/she might use the product for the longer time and this would lead to less consumption waste, thus protecting the environment.