Sustainable fashion in the digital age: investigating consumer responsiveness to value-driven in-app pre- and post-purchase marketing strategies

This study examines the influence of sustainability communication on consumer engagement throughout the fashion consumption cycle with attention to both pre- and post-purchase phases. Drawing on stakeholder theory, service-dominant logic, and regulatory engagement theory, a survey-based methodology employing descriptive statistics and inferential analyses (based on non-parametric statistical test) is used to assess consumer environment consciousness and responsiveness to sustainability-oriented marketing, including differences across gender. Methodologically, the study contributes by capturing post-consumption engagement intensity as a mediator linking digital sustainability communication and behavioural responsiveness. Findings reveal a persistent intention-action gap, while highlighting the behavioural potential of digital interfaces in promoting responsible, participatory consumption. The study informs sustainability-oriented marketing strategies that enhance brand credibility and bridge the intention-action gap. It emphasises lifecycle-based communication, particularly post-purchase, to embed sustainability into brand narratives, promoting repair, reuse, and responsible disposal, providing practical guidance for fashion SMEs to foster participatory, circular consumption via digital engagement.