The impact of blockchain technology on brand loyalty in the context of sustainability in fashion industry

This study, which was carried out as qualitative research, aimed to search the effects of blockchain technology on the brand loyalty acquisition of fashion brands as an era of use in the fashion industry in the context of sustainability. The in-depth interview method was used as a qualitative research method. Seven basic semi-structured questions were formed by evaluating the literature research, sector professionals working professionally in the context of sustainability in the fashion industry and interested in blockchain technology were identified, and interviews were identified conducted with them. It has been made inference that the use of blockchain technology has a positive effect on gaining brand loyalty in the fashion industry in the context of sustainability. In this respect, it has been developed a new conceptual model for future researches.