Research on the Influencing Mechanism of the Effect of Brands’ Sustainable Behaviors on Consumer Attitudes: An Empirical Study on Clothing Brands

Abstract

Brands often link themselves with sustainable behavior in brand content marketing to obtain more consumer recognition. However, in fact, in the communication between brands and consumers, consumers cannot effectively respond to any sustainable behaviors of clothing brands other than the sustainable behavior of materials. This results in failure to stimulate the expression of deep culture, which then affects the long-term development of clothing brands. This study integrates material space benefit and spiritual space empathy as the intermediary role, aiming to explore the impact of brand sustainable behaviors on consumer brand attitude from the perspective of consumers. The data come from interviews with 12 experts, and 314 useable responses were collected (34.08% male and 65.92% female). Through in-depth interview, coding, and category analysis, we obtain dimensions of brand sustainable behaviors and a hypothetical model of relationship between brand behavior and consumer attitudes. We then use Amos software to quantify and demonstrate the mechanism of action between variables in the model. Research results show that: (1) Brand sustainable behaviors that have significant impact on brand attitude can be divided into three dimensions, which are product long-life design, cultural inheritance and reconstruction, and fashion digital empowerment. (2) Product long-life design has a significant direct effect on material space benefit; cultural inheritance and reconstruction significantly affect spiritual space empathy; fashion digital empowerment significantly affects material space benefit and spiritual space empathy. (3) Material space benefit and spiritual space empathy play a mediating role in the impact of brand sustainable behaviors on consumer attitudes, and the effect of spiritual space empathy on consumer brand attitudes has a high validity. The findings offer suggestions for sustainable strategies and content marketing of clothing brands, promotes effective communication between brands and consumers at the sustainable level, and help brands practice sustainability in normalization.

Sostenibilidad y moda en la industria del cuero, una revisión sistemática

“…Por ejemplo, la figura 5 presenta el mapa de relaciones entre los autores de los 340 documentos, entre ellos se observan siete clústeres dispersos a partir de la interacción entre las diversas temáticas de la gestión ambiental, así se muestran casos de resolución ingenieril sobre aspectos de la producción ecoamigable (2014), que se enlazan también con los clústeres amarillo y verde alrededor de procesos de administración y reputación del sector del cuero y sus impactos en la estructuración de tipos empresariales sostenibles (Wu et al, 2023;Zhang et al, 2023), así como los efectos contaminantes sobre aspectos ambientales específicos como agua (He et al, 2005), suelo (Guo et al, 2021) y biodiversidad (Graham-Rowe, 2011; Jones et al, 2013), encaminando así a futuros investigadores a realizar estudios sobre aspectos no presentes como bienestar animal, calidad del aire e impactos sociales como el efecto de la gestión socioambiental.…”

Consumer in Sustainable Textiles: A Scientometric Review

“…Nevertheless, from a long-term sustainability perspective, the textile industry is recognized for its considerable environmental and social challenges. In light of the escalating consciousness regarding environmental preservation, the concept of sustainable development has become a prevailing principle across various industries, including the textile industry [1]. Issues such as material pollution, large quantities of textile waste, and the utilization of animal fur have raised concerns about the textile industry's adherence to sustainable development practices [2].…”

Save the Trip to the Store: Sustainable Shopping, Electronic Word of Mouth on Instagram and the Impact on Cosmetic Purchase Intentions

“…Addressing these research questions and achieving the research aim ensures that we make significant contributions to sustainability in fashion [38][39][40][41], electronic word of mouth (eWOM) [42][43][44][45][46], and consumer behaviour [47][48][49][50]. As cosmetics are experience goods, consumers tend to search for information online to reduce uncertainty, which makes eWOM particularly useful for the cosmetic industry.…”

“…Furthermore, as the majority of previous research on the effects of eWOM on cosmetic purchase intentions has focused on Asian markets, this study aims to contribute to the literature by analysing eWOM on Instagram specifically for the UK market. Likewise, we offer managerial implications for fashion brand managers on how to engage with their consumers [48][49][50][51], even beyond social media [52][53][54] and exploring prospects in the metaverse [55][56][57], aligning with the changing consumer behaviour and their visits to physical stores.…”