Sustainable prestige: A case study of fabindia as a green masstige brand
DOI:
https://doi.org/10.64171/JSRD.5.S1.274-278Keywords:
Green masstige, Sustainable prestige, Fabindia, Masstige marketing, Sustainable fashion, Consumer behaviorAbstract
Prestige in fashion is undergoing a structural transformation as sustainability, ethics, and cultural authenticity reshape consumer expectations. Traditionally associated with exclusivity, high prices, and limited accessibility, prestige was constructed through scarcity and symbolic distinction [34]. However, contemporary consumers increasingly interpret prestige through responsibility, identity alignment, and meaningful consumption [32, 35]. This shift has enabled the emergence of green masstige, where brands integrate sustainability into aspirational yet accessible offerings [29, 26]. This study examines Fabindia as a representative green masstige brand within the Indian fashion market. Using a qualitative case study approach grounded in secondary data and theoretical integration, the research investigates how sustainability contributes to prestige formation and mass aspirational appeal. The paper integrates masstige theory [29,28] with consumer psychology frameworks Self-Determination Theory [13, 18] and Moral Identity Theory [5]—to explain emotional and symbolic drivers of green masstige consumption.
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