Background: Consumption behaviour has been the research object of numerous scholars, which is related to brand building and brand loyalty. How to grasp the changing rules and trends of consumers' psychology and behaviour, and how to adjust management strategies are the problems that brands must face. In recent years, consumers have begun to pay more attention to the environmental and social impact of the fashion industry, which has brought moral pressure to the industry. It has prompted some fast fashion companies, such as H&M, to make sustainable transformations. In the 21st century, an increasing number of consumers attach importance to environmental and ethical problems and pursue green and ethical consumption. Building a green corporate image and brand ethics can help to strengthen consumers' emotional connection to brands, maintain their trust in the brand and enhance brand loyalty. As a result, many international fast fashion brands have engaged in the efforts to build their environmental and ethical image, increasingly paying more attention to environmental sustainability and enhance the construction of brand ethics as a precondition rather than a price. However, brand's false and immoral behaviour has also been the topic of social discussion.

Problem:

When it comes to the Chinese millennials, there is a lack of empirical studies on consumption behaviour, ethical considerations and sustainable practice in the international fast fashion industry from the perspective of consumers themselves.

At the consumer level in Chinese millennials, research on consumption behaviour, ethical consideration and sustainable practices in the international fast fashion industry is still lacking.

Purpose:

The purpose of this study is to understand how Chinese millennials perceive brands in the fast fashion industry to unethical behaviour as well as activities that harm the environment, and to explore the impact of these activities on consumer behaviour. This study investigates whether the perceptions of Chinese millennials towards buying more ethically change over time as they live in Sweden. This study can provide the expectations of generation-Y (millennials) consumers on the environmental protection and moral aspect for fast fashion, help companies develop marketing strategies and maintain consumer relationships as well.

Method:

Taking the international fast fashion brand H&M as an example, this paper studies the influence of negative brand behaviours on consumer behaviours and established a theoretical model to measure consumers' brand loyalty. This study uses qualitative analysis method to conduct 15 semi-structured interviews with Chinese millennials living in Sweden.

Research questions:

RQ1: What are the attitudes of the Chinese millennials living in Sweden to ethical and sustainable consumption of fast-fashion brands?

RQ2: How can fast-fashion brands increase brand loyalty among their Chinese millennial consumers in Sweden?

Conclusion:

We have studied consumer behaviour and attitudes towards ethical and sustainable consumption among Chinese millennials based in Sweden. Moreover, we have built a conceptual model which can divide the participants into three levels of brand loyalty. Among these 15 participants, there are 5 high loyal consumers, 3 latent loyal consumers and 7 low loyal consumers. Most of the time, they view negative news about the brand from a rational perspective. In other words, Chinese millennials will not stop buying from the brand, even if the brand is involved in non-sustainable production, in case they like the product. Chinese millennials keep being loyal to the brand regardless of brands unsustainable behaviour if they value product quality. Also, ethics is more important for Chinese millennials that sustainability of the brand.