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Eco positioning drives sustainable fashion consumption through process related strategies and brand familiarity

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  • Jian, Wenze
  • Zhong, Ziqi

Abstract

This study investigates how eco-positioning strategies influence consumers’ evaluations of fashion brands, their willingness to pay for eco-friendly fashion products, and their sustainable fashion consumption intentions. Based on the Theory of Planned Behavior and the Value-Belief-Norm Theory, this study constructs an integrated analysis framework. Data were collected through a structured online experiment, wherein participants completed three randomized experimental modules, each testing a distinct dependent variable. Within each module, participants were independently assigned to different eco-positioning stimuli. The results indicate that eco-positioning significantly affects brand evaluation and purchase intention, with process-related eco-positioning having a stronger effect. High brand familiarity enhances the effectiveness of eco-positioning strategies. Strong eco-positioning remarkably increases consumers’ willingness to pay, with perceived environmental sustainability playing an important mediating role. Additionally, sustainable fashion consumption intention under eco-positioning advertising is markedly higher than that under other advertising conditions, with environmental concern and fashion involvement acting as key moderating factors.

Suggested Citation

  • Jian, Wenze & Zhong, Ziqi, 2025. "Eco positioning drives sustainable fashion consumption through process related strategies and brand familiarity," LSE Research Online Documents on Economics 128137, London School of Economics and Political Science, LSE Library.
    • Handle: RePEc:ehl:lserod:128137
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    File URL: http://eprints.lse.ac.uk/128137/
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    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce

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