NEW RESEARCH ALERT - Study on the interaction effects of fashion style and brand sustainability cues

“Eco‐style” perceptions: The interplay of different sustainability cues and fashion styles in consumers' fashion brand attitudes

• Fashion brands increasingly integrate ‘eco’ cues in their online shops to communicate their sustainability efforts. However, consumers may have biases toward clothing that is labeled as eco-friendly, especially in terms of fashionability.
• In an experimental study, the impact of environmental vs. social sustainability cues on brand values and attitudes was therefore examined, taking into account the moderating role of modern vs. timeless basic fashion style.
• Results among 358 respondents reveal that environmental (vs. social) cues increase brand attitudes, especially for timeless basic (vs. modern) styles. Nonetheless, environmental cues also had positive effects for modern styles, which was explained by increased social brand value perceptions.
• Using sustainability cues linked to environmental (vs. social) aspects thus generally resonates better with online fashion consumers. Although these ‘eco’ cues have direct positive effects on consumer attitudes for basic styles, a modern style may increase the social value of a fashion brand.

A study by Barbara Behre and Verolien Cauberghe published in International Journal of Consumer Studies, as part of the PhD project on sustainability communication in fashion online shops.

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