Intention to Purchase Sustainable Fashion

Abstract

There is a recognized need to study sustainability in fashion. Several studies have documented the determinants that influence fashion purchase intention. However, the determinants that influence the purchase of sustainable fashion still need to be understood, particularly those factors associated with influencers and electronic word-of-mouth. This study aimed to examine the constructs influencer credibility, influencer expertise, influencer similarity, influencer's parasocial relationship, E-WOM homophily, E-WOM expertise, trust in the influencer, trust in social media, performance expectation, consumer knowledge, environmental beliefs, brand awareness and willingness to pay more, and their effect on purchase intention. The research methodology consisted of consumer interviews that were conducted using an online platform, and structural equation modeling was used to test the research hypotheses. The results obtained indicate that consumer knowledge and willingness to pay more are the only constructs that positively affect the purchase intention of sustainable fashion.