Abstract
Amid rising sustainability pressures, fast fashion brands are increasingly adopting consumer-oriented sustainability initiatives like customer-centric sustainability (CCS) to strengthen brand relationships. This study investigates how the economic, environmental, and social dimensions of CCS influence brand trust and, subsequently, affective brand commitment and loyalty intentions. Drawing on relationship marketing theory, a sequential mediation model was tested using Structural Equation Modelling on survey data from 819 consumers in India and Italy. The moderating role of sustainability concern was also examined. Results indicate that economic sustainability—particularly quality, durability, and affordability—consistently enhances brand trust across both countries. Environmental sustainability shows no significant effect, reflecting persistent scepticism toward green claims. Social sustainability strengthens trust among high-concern consumers in India and across the Italian sample. Brand trust significantly drives commitment and loyalty intentions. The findings highlight cross-national differences and offer theoretical and managerial insights into building sustainability-driven brand loyalty in fast fashion markets.