“…Consumption, mainly in clothing, is influenced by the desire to identify with values and meaning and to create a self-identity (McNeill & Moore, 2015). Unethical behaviors are condemned by consumers (Nguyen, Yang, Nguyen, Johnson, & Cao, 2019), but few of them really embrace sustainable fashion purchasing, because the driver to be "fashionable" is stronger than the driver to be ethical and sustainable (McNeill Given the argument that sustainability practices are used as a tool for legitimation (Lee, Jin, & O'Donnell, 2018), we examine if fast fashion retailers' sustainable collections enhance their corporate legitimacy, CSR perception, trust, and purchase intention (Ferrell, Harrison, Ferrell, & Hair, 2018;Gatti, Caruana, & Snehota, 2012;Strahle & Koksal, 2015;Swaen & Chumpitaz, 2008). Thus, we hypothesize: 2.3 | Motives behind sustainable collections: Altruistic versus company-serving motives Drawing insight from the attribution theory, it is expected that consumers infer two different motives of sustainable collections: altruistic versus company-serving motives (Edinger-Schons et al, 2018;McNeill & Moore, 2015).…”