ArticleScientific reports2025
Eco positioning drives sustainable fashion consumption through process related strategies and brand familiarity.
Article in Scientific reports, 2025. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Not yet cited in PubMed.
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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.
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