Baena Graciá, Verónica2024-04-142024-04-142024Baena, V. (2024). The shift from fast fashion to socially and sustainable fast fashion: The pivotal role of ethical consideration of consumer intentions to purchase Zara. Corporate Social Responsibility and Environmental Management, 31(5), 4315-4328. https://doi.org/10.1002/csr.28031535-39581535-3966http://hdl.handle.net/11268/12764Fast 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.engAttribution-NonCommercial-NoDerivatives 4.0 Internationalhttps://creativecommons.org/licenses/by-nc-nd/4.0/journal article10.1002/csr.2803open accessResponsabilidad socialConsumidorMarketingGoal 4: Quality educationGoal 9: Build resilient infrastructure, promote sustainable industrialization and foster innovationGoal 12: Ensure sustainable consumption and production patterns