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Background: The sportswear industry has grown rapidly in the past years, with sportswear becoming a popular choice for everyday wear and sports activities. However, concerns about sustainability have emerged, prompting consumers to think about their purchasing habits. As a result, sustainable branding has become an integral part of the business of sportswear brands. Purpose: This study examines how women’s attitudes toward sustainable branding influence their purchase decisions in the sportswear industry. By focusing on women aged 20-50, the research seeks to understand the attitudes of female consumers and help sportswear brands adapt their sustainability strategies to meet consumer demand. Method: This study follows a qualitative research method with an interpretive research paradigm and an inductive research approach. Data have been collected through semi-structured interviews to better understand the underlying motivations and factors that influence female attitudes. Conclusion: The study findings revealed that female consumers had negative or neutral attitudes toward the sportswear industry. However, they indicated a positive attitude towards sustainability, suggesting that the brand’s social and environmental practices can influence female consumer attitudes. The study showed a clear gap between female consumer attitudes and actual behavior, with financial constraints and other purchase criteria as barriers to purchasing sustainable sportswear.

Background: The sportswear industry has grown rapidly in the past years, with sportswear becoming a popular choice for everyday wear and sports activities. However, concerns about sustainability have emerged, prompting consumers to think about their purchasing habits. As a result, sustainable branding has become an integral part of the business of sportswear brands. Purpose: This study examines how women’s attitudes toward sustainable branding influence their purchase decisions in the sportswear industry. By focusing on women aged 20-50, the research seeks to understand the attitudes of female consumers and help sportswear brands adapt their sustainability strategies to meet consumer demand. Method: This study follows a qualitative research method with an interpretive research paradigm and an inductive research approach. Data have been collected through semi-structured interviews to better understand the underlying motivations and factors that influence female attitudes. Conclusion: The study findings revealed that female consumers had negative or neutral attitudes toward the sportswear industry. However, they indicated a positive attitude towards sustainability, suggesting that the brand’s social and environmental practices can influence female consumer attitudes. The study showed a clear gap between female consumer attitudes and actual behavior, with financial constraints and other purchase criteria as barriers to purchasing sustainable sportswear.

The main objective of the study is to explore the e-marketing as a determinant of the sustainable performance of firm’s Sportswear industry in Thailand. The present study is unique because of its focus on the e marketing in general and its impact on the sustainable organizational performance. Empirical evidence has been provided by this study for the hypothesized theoretical associations in accordance with the research framework. The study has surveyed the sportswear manufacturing firms. The final sample is 238 and response rate is 43 percent. The SEMPLS is used to analyse the data. The findings of the study have provided support to the hypothesized results. Several important implications can be made by this research. The research has identified several relations with regard to the literature on sustainability. The study has tested the direct and indirect relations among the variables, which were identified by the literature. The understanding of managers for achieving sustainable business performance through use of e marketing practices can be enhanced by the suggested model. Moreover, the e marketing process improves when it involves the technological aspects. From practical aspects, the study motivates the shareholders, top management, government, marketing department, policy makers, and practitioners to improve the sustainability of business.

The main objective of the study is to explore the e-marketing as a determinant of the sustainable performance of firm’s Sportswear industry in Thailand. The present study is unique because of its focus on the e marketing in general and its impact on the sustainable organizational performance. Empirical evidence has been provided by this study for the hypothesized theoretical associations in accordance with the research framework. The study has surveyed the sportswear manufacturing firms. The final sample is 238 and response rate is 43 percent. The SEMPLS is used to analyse the data. The findings of the study have provided support to the hypothesized results. Several important implications can be made by this research. The research has identified several relations with regard to the literature on sustainability. The study has tested the direct and indirect relations among the variables, which were identified by the literature. The understanding of managers for achieving sustainable business performance through use of e marketing practices can be enhanced by the suggested model. Moreover, the e marketing process improves when it involves the technological aspects. From practical aspects, the study motivates the shareholders, top management, government, marketing department, policy makers, and practitioners to improve the sustainability of business.

Background Until today, branding in positive forms has been widely researched. It has been studied why consumers choose certain brands and how companies can increase brand loyalty. On the other hand, literature lacks studies on negative branding, which now becomes more interesting to gain more knowledge about. One knows that it is of equal importance to investigate why people would avoid a brand as what makes them purchase a brand. Hence, the topic of anti-consumption and in particular brand avoidance is something that demands more research. Purpose In 2016 Knittel, Beurer and Berndt conducted a research on brand avoidance on products and came to the conclusion that advertising is an additional factor affecting brand avoidance. However, brand avoidance has not yet been researched on a specific industry. Today’s sports industry spends a tremendous amount of money on advertising, thus it is of great interest to investigate how advertising can have a negative effect on the sports companies. Therefore, the purpose of this thesis is to investigate and gain deeper understanding of what components of advertising affect brand avoidance within the sportswear industry. Method This thesis was best researched by an exploratory study using a qualitative and abductive approach. Interviews and focus groups have been used as data collection methods. The interviews were held with different companies within the sportswear industry and provided data to create focus groups from as well as first visions on crucial components within advertising. The focus groups provided further understanding on which components that could contribute to brand avoidance due to advertising from a consumer’s perspective. Conclusion Findings of this thesis show that several components of advertising can lead to brand avoidance within the sportswear industry. The authors conclude the thesis by presenting an extended and revised model of advertising components of brand avoidance, whereas the advertising ca

Background Until today, branding in positive forms has been widely researched. It has been studied why consumers choose certain brands and how companies can increase brand loyalty. On the other hand, literature lacks studies on negative branding, which now becomes more interesting to gain more knowledge about. One knows that it is of equal importance to investigate why people would avoid a brand as what makes them purchase a brand. Hence, the topic of anti-consumption and in particular brand avoidance is something that demands more research. Purpose In 2016 Knittel, Beurer and Berndt conducted a research on brand avoidance on products and came to the conclusion that advertising is an additional factor affecting brand avoidance. However, brand avoidance has not yet been researched on a specific industry. Today’s sports industry spends a tremendous amount of money on advertising, thus it is of great interest to investigate how advertising can have a negative effect on the sports companies. Therefore, the purpose of this thesis is to investigate and gain deeper understanding of what components of advertising affect brand avoidance within the sportswear industry. Method This thesis was best researched by an exploratory study using a qualitative and abductive approach. Interviews and focus groups have been used as data collection methods. The interviews were held with different companies within the sportswear industry and provided data to create focus groups from as well as first visions on crucial components within advertising. The focus groups provided further understanding on which components that could contribute to brand avoidance due to advertising from a consumer’s perspective. Conclusion Findings of this thesis show that several components of advertising can lead to brand avoidance within the sportswear industry. The authors conclude the thesis by presenting an extended and revised model of advertising components of brand avoidance, whereas the advertising ca

The organization of production in global value chains (GVCs) has been accompanied by a rise of informal and insecure work. Yet, the role of labour agency has received scant attention in the GVC and related literatures. Selwyn (2013) therefore demands to shift attention towards engagement with labour movements to identify what he terms ‘labour-led’ social upgrading. We engage with this plea by investigating the role of voluntary initiatives (VIs) as non-governmental systems of labour regulation in GVCs. The paper asks under which conditions VIs with a more active role for labour emerge in GVCs. In order to answer this question, we apply Wright’s (2000) theory of the factors enabling positive class compromise to a VI that has been implemented in the Indonesian sportswear industry: In June 2011, a Protocol on Freedom of Association (FoA) was signed by Indonesian trade unions, large Indonesian manufacturers and major multinational brands. Based on the analysis of this case, we show that, while the spatial dispersion of production has weakened state mechanisms for the guarantee of labour rights, new pressure points for labour have also emerged, e.g. brands’ reputation or just-in-time production. Besides, new possibilities for transnational labour networks have opened that strengthen workers’ associational power. Moreover, GVCs fragment capital in different factions, such as producers and brands. Their material concerns are not necessarily congruent. Workers’ movements might be able to benefit from such divergent interests. We conclude that if VIs are to create conditions under which decent work can be strengthened, the involvement and strength of local labour organizations is required and producers’ and/or buyers’ dependence on workers’ cooperation may act as a catalyst.

__Abstract__ Globalisation of production has been accompanied by a rise of informal and insecure work across different regions of the world, even in formal establishments. Yet, the role of labour has received scant attention in both the governance and analyses of global production networks (GPNs). Therefore, activists and scholars have demanded a “sea-change in the international business model and the active participation of informed and empowered workers” (Brown 2013: 5) that needs to be flanked by an analytical framework that puts workers’ agency at the centre.