While research on retailers’ attributes that influence store patronage is relatively plentiful, the influence on store patronage of consumers’ perceptions towards retailers’ sustainable behaviour is a new topic. The authors examine the influence of retailers’ sustainable behaviour and store attributes (assortment, price, personnel, advertising and convenience) on the patronage behaviour of generations X and Y (Millennials). Data were collected via a survey of 278 Xers and 402 Millennials in an emerging market. Results show that Generation X apparel store patronage is positively influenced by advertising and store personnel, whereas Millennials’ are influenced by assortment, personnel and advertising and to a weaker extent by retailers’ sustainable behaviour. The paper enlarges the understanding of generational theory in an emerging market, while from a managerial perspective the results are particularly useful for apparel retailers with regards to marketing strategies which need to be implemented in order to attract and retain Generation X and Y consumers.

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Context: As in any other markets, in order to build up loyalty, fast fashion retailers have to understand how consumers can be targeted by an attractive structure of the assortment and an informative advertising. Furthermore, as consumers are getting more and more green and sustainable oriented, retailers have to adapt their strategies and consider sustainability measures in order to bind consumers. While research on antecedents of loyalty in fashion and fast fashion is relatively plentiful, the influence on loyalty of customers' perceptions towards fast fashion store corporate sustainability is understudied.Purpose: The purpose of this research is to evaluate the influence of fast fashion store's assortment and advertising on customer satisfaction, and the impact of satisfaction and corporate sustainability on customer loyalty.Design/methodology: A conceptual model was developed to analyse the relations between advertising, assortment, satisfaction, and corporate sustainability on loyalty towards fast fashion stores on an emerging market. Data collected from 478 fast fashion customers was analysed by means of partial least squares equation modelling (PLS-SEM) with SmartPLS 3.0.Findings: Results show that loyalty towards fast fashion stores is determined by both satisfaction and corporate sustainability, advertising and assortment having a significant and strong influence in generating satisfaction. Originality/value:The added value of the study is because among the prerequisites of store loyalty towards fast fashion stores we consider corporate sustainability, as well as the fact that the relations between the concepts are analysed by structural equations modelling.Practical implications Fast fashion retailers could implement sustainable business strategies to attract, retain and bind customers.

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