University of Twente Student Theses
Beyond the Statement: Assessing the Impact of Brand Credibility, Environmental Concern, and Greenwashing Perception On Consumers’ Purchasing Intentions in Fashion
Uitslag, Cheryl (2024) Beyond the Statement: Assessing the Impact of Brand Credibility, Environmental Concern, and Greenwashing Perception On Consumers’ Purchasing Intentions in Fashion.
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| Abstract: | In an age marked by heightened environmental awareness, the fashion industry faces increasing scrutiny over its sustainability claims, amidst concerns of 'greenwashing' - misleading environmental advertising. This study examines the relationship between brand credibility and consumer purchase intentions within the fashion sector, exploring the moderating roles of environmental concern and greenwashing perception. Employing quantitative methods, the research involved a pre-test and main questionnaire with 212 responses. Results underscore the pivotal role of brand credibility in driving purchase intentions, urging brands to authentically integrate sustainability. Environmental concern affects brands differently, with stronger sustainability commitments bolstering the credibility-purchase link. Conversely, greenwashing perception weakens this link for reputable sustainable brands but holds lesser impact for less committed ones. Findings suggest that while sustainability enhances credibility and influences purchases, greenwashing perceptions diminish consumer intent. Notably, consumer priorities vary, with factors like affordability and style often outweighing sustainability. This highlights an attitude-behavior gap in sustainable fashion consumption. Overall, the study underscores the importance of genuine sustainability efforts for brand credibility and consumer engagement in the fashion industry. |
| Item Type: | Essay (Master) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 05 communication studies, 85 business administration, organizational science |
| Programme: | Communication Studies MSc (60713) |
| Link to this item: | https://purl.utwente.nl/essays/98476 |
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