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A preliminary analysis of the impact of advertising appeals on sustainable apparel purchase behaviour

Author

Listed:
  • Mariya Ali

    (Jamia Hamdard)

  • Asad Ahmad

    (Jamia Hamdard)

  • Sadaf Siraj

    (Jamia Hamdard)

  • Dag Øivind Madsen

    (University of South-Eastern Norway)

Abstract

This study examines the complex mechanisms shaping consumer attitudes and behaviours towards sustainable fashion, with a focus on Ducoffe’s advertising model. Using a questionnaire, it investigates how informativeness, entertainment, credibility, and irritation in advertising influence purchase behaviour, given the high social media usage and environmental awareness among young consumers. Data were collected via SPSS and AMOS from a convenience sample of 376 consumers aged 18–30. The results indicate that informativeness, entertainment, and credibility positively influence purchase intention, confirming the model’s robustness. These findings contribute to the effective promotion of sustainable apparel, benefiting companies adopting such strategies.

Suggested Citation

  • Mariya Ali & Asad Ahmad & Sadaf Siraj & Dag Øivind Madsen, 2025. "A preliminary analysis of the impact of advertising appeals on sustainable apparel purchase behaviour," Future Business Journal, Springer, vol. 11(1), pages 1-13, December.
    • Handle: RePEc:spr:futbus:v:11:y:2025:i:1:d:10.1186_s43093-025-00503-z
    DOI: 10.1186/s43093-025-00503-z
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    More about this item

    Keywords

    Ducoffe’s model; Sustainable apparel; Consumer behaviour; Advertisement;
    All these keywords.

    JEL classification:

    • M1 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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