In a world where fast fashion dominates, a new study sheds light on how consumers’ perceptions and social influences can drive sustainability in the industry, offering valuable insights for businesses and policymakers alike. Published in the Global Journal of Environmental Science and Management (Majalah Sains dan Pengurusan Alam Sekeliling Global), the research, led by P. Yanti from the Faculty of Economics and Business Education at Universitas Pendidikan Indonesia, explores the role of green word-of-mouth and perceived product value in fostering green trust and purchase intention among consumers.
The fashion industry is a significant contributor to global carbon emissions and water consumption, with textile waste projected to reach staggering levels by 2030. Despite growing environmental awareness, there’s a persistent gap between consumers’ attitudes and their actual purchasing behaviors when it comes to sustainable fashion. Yanti’s study aims to bridge this gap by understanding how consumers’ perceptions and social influences shape their trust in and intention to purchase sustainable fashion products.
The study surveyed 358 Indonesian consumers who had recently purchased or considered sustainable fashion products. The findings reveal that perceived product value has a stronger positive effect on green trust than green word-of-mouth. Green trust, in turn, has the strongest direct effect on green purchase intention. Both green word-of-mouth and perceived product value also directly increase green purchase intention, with green trust acting as a mediator.
“Emotional and aesthetic value, reflected in pride in wearing sustainable fashion, and transparency in sustainability practices emerged as the most influential components of perceived product value and green trust, respectively,” Yanti explains. This suggests that sustainable fashion brands should prioritize tangible value creation, such as superior material quality, sophisticated design, and product durability, while maintaining transparent sustainability communications.
The model developed in the study explains a substantial portion of the variance in green purchase intention and green trust, indicating its robustness and potential for practical application. The findings have significant implications for the fashion industry and environmental governance efforts. By emphasizing product longevity and circular economy principles, brands can reduce resource extraction and landfill accumulation, contributing to a more sustainable future.
Moreover, the study highlights the need for policy interventions, such as mandatory supply chain disclosure regulations and standardized eco-labeling requirements, to support consumer-side mechanisms and environmental governance efforts. As Yanti puts it, “Green trust functions as a critical dual mediating mechanism, with perceived product value exerting substantially stronger influence than green word-of-mouth in trust formation.”
This research not only provides valuable insights into consumer behavior but also offers a roadmap for sustainable fashion brands and policymakers to drive positive change in the industry. By understanding and leveraging the power of green trust and perceived product value, businesses can tap into the growing market of environmentally conscious consumers and contribute to a more sustainable future. As the fashion industry continues to evolve, the findings of this study will undoubtedly shape future developments in the field, paving the way for a more environmentally responsible and consumer-driven approach to fashion.