Signaling sustainability in online fashion consumption: The role of credibility induced by certification labels
In recent years, the fashion industry invested a reasonable amount of resources into sustainable processes and marketing. However, among consumers, questions persist about the credibility of sustainability communication in online fashion retail. Third-party certification offers a way for fashion bra...
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| Format: | Article |
| Language: | English |
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Elsevier
2025-06-01
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| Series: | Cleaner and Responsible Consumption |
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| Online Access: | http://www.sciencedirect.com/science/article/pii/S2666784325000385 |
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| author | Barbara Behre Verolien Cauberghe |
| author_facet | Barbara Behre Verolien Cauberghe |
| author_sort | Barbara Behre |
| collection | DOAJ |
| description | In recent years, the fashion industry invested a reasonable amount of resources into sustainable processes and marketing. However, among consumers, questions persist about the credibility of sustainability communication in online fashion retail. Third-party certification offers a way for fashion brands to signal sustainable practices, while reducing consumer skepticism. In two quantitative experimental studies, this research examines the impact of certification labels and additional product aspects (message focus, product information and price) on perceived credibility and buying intentions of sustainable fashion. Data was collected in two experiments with samples of 211 and 183 respondents using online survey methods, and findings affirm that certification labels increase information credibility and thereby purchase intentions. Although certification labels enhance credibility, additional sustainability information (vs. consumer benefit messages) are a conditioning factor. Moreover, product price did not moderate credibility perceptions of third-party certified fashion, regardless of the provided sustainability information. This research offers valuable theoretical contributions to the sustainable consumption literature, as well as managerial implications for the implementation of signaling strategies for sustainable fashion online retailers. |
| format | Article |
| id | doaj-art-611aa55c81f24316856d2d228357e540 |
| institution | Kabale University |
| issn | 2666-7843 |
| language | English |
| publishDate | 2025-06-01 |
| publisher | Elsevier |
| record_format | Article |
| series | Cleaner and Responsible Consumption |
| spelling | doaj-art-611aa55c81f24316856d2d228357e5402025-08-20T03:25:54ZengElsevierCleaner and Responsible Consumption2666-78432025-06-011710028710.1016/j.clrc.2025.100287Signaling sustainability in online fashion consumption: The role of credibility induced by certification labelsBarbara Behre0Verolien Cauberghe1Corresponding author. Sint-Pietersnieuwstraat 41, 9000, Ghent, Belgium.; Center for Persuasive Communication, Department of Communication Sciences, Ghent University, Ghent, BelgiumCenter for Persuasive Communication, Department of Communication Sciences, Ghent University, Ghent, BelgiumIn recent years, the fashion industry invested a reasonable amount of resources into sustainable processes and marketing. However, among consumers, questions persist about the credibility of sustainability communication in online fashion retail. Third-party certification offers a way for fashion brands to signal sustainable practices, while reducing consumer skepticism. In two quantitative experimental studies, this research examines the impact of certification labels and additional product aspects (message focus, product information and price) on perceived credibility and buying intentions of sustainable fashion. Data was collected in two experiments with samples of 211 and 183 respondents using online survey methods, and findings affirm that certification labels increase information credibility and thereby purchase intentions. Although certification labels enhance credibility, additional sustainability information (vs. consumer benefit messages) are a conditioning factor. Moreover, product price did not moderate credibility perceptions of third-party certified fashion, regardless of the provided sustainability information. This research offers valuable theoretical contributions to the sustainable consumption literature, as well as managerial implications for the implementation of signaling strategies for sustainable fashion online retailers.http://www.sciencedirect.com/science/article/pii/S2666784325000385Sustainability signalsCertification labelsCredibilitySustainable fashionE-commerceProduct price |
| spellingShingle | Barbara Behre Verolien Cauberghe Signaling sustainability in online fashion consumption: The role of credibility induced by certification labels Cleaner and Responsible Consumption Sustainability signals Certification labels Credibility Sustainable fashion E-commerce Product price |
| title | Signaling sustainability in online fashion consumption: The role of credibility induced by certification labels |
| title_full | Signaling sustainability in online fashion consumption: The role of credibility induced by certification labels |
| title_fullStr | Signaling sustainability in online fashion consumption: The role of credibility induced by certification labels |
| title_full_unstemmed | Signaling sustainability in online fashion consumption: The role of credibility induced by certification labels |
| title_short | Signaling sustainability in online fashion consumption: The role of credibility induced by certification labels |
| title_sort | signaling sustainability in online fashion consumption the role of credibility induced by certification labels |
| topic | Sustainability signals Certification labels Credibility Sustainable fashion E-commerce Product price |
| url | http://www.sciencedirect.com/science/article/pii/S2666784325000385 |
| work_keys_str_mv | AT barbarabehre signalingsustainabilityinonlinefashionconsumptiontheroleofcredibilityinducedbycertificationlabels AT veroliencauberghe signalingsustainabilityinonlinefashionconsumptiontheroleofcredibilityinducedbycertificationlabels |