Eco positioning drives sustainable fashion consumption through process related strategies and brand familiarity

Wenze Jian and Ziqi Zhong

LSE Research Online Documents on Economics from London School of Economics and Political Science, LSE Library

Abstract: This study investigates how eco-positioning strategies influence consumers’ evaluations of fashion brands, their willingness to pay for eco-friendly fashion products, and their sustainable fashion consumption intentions. Based on the Theory of Planned Behavior and the Value-Belief-Norm Theory, this study constructs an integrated analysis framework. Data were collected through a structured online experiment, wherein participants completed three randomized experimental modules, each testing a distinct dependent variable. Within each module, participants were independently assigned to different eco-positioning stimuli. The results indicate that eco-positioning significantly affects brand evaluation and purchase intention, with process-related eco-positioning having a stronger effect. High brand familiarity enhances the effectiveness of eco-positioning strategies. Strong eco-positioning remarkably increases consumers’ willingness to pay, with perceived environmental sustainability playing an important mediating role. Additionally, sustainable fashion consumption intention under eco-positioning advertising is markedly higher than that under other advertising conditions, with environmental concern and fashion involvement acting as key moderating factors.

Keywords: fashion marketing; eco-positioning; consumer perception; sustainability (search for similar items in EconPapers)
JEL-codes: L81 (search for similar items in EconPapers)
Pages: 15 pages
Date: 2025-05-21
New Economics Papers: this item is included in nep-dcm
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Published in Scientific Reports, 21, May, 2025, 15(1). ISSN: 2045-2322

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