From Literature Review to Conceptual Model: Apparel Brand\u27s Sustainability Efforts and Consumers\u27 Purchase Decisions

摘要

As sustainability initiatives by apparel companies increase, our research purpose is to establish and test a conceptual model examining the effect of sustainability efforts on purchase intention. Our model proposes that sustainability efforts have indirect effects on purchase intention that are mediated by (a) customer-brand (CB) identification, (b) brand attitude, and (c) brand loyalty.