Sustainable clothing: Why conspicuous consumption and greenwashing matter
Open accessAbstract
This study analyzes the degree to which conspicuous consumption motives, environmental concern, perceived consumer effectiveness, trust in sustainable clothing brands, and perceived greenwashing trigger the purchase of sustainable clothing. The theoretical framework was tested with a representative online sample of the Australian population (N = 600). Results showed that all proposed antecedents have a positive relationship with the purchase of sustainable clothing, with the exception of perceived greenwashing, which decreases purchase intention. In addition, perceived consumer effectiveness positively moderated the effect of conspicuous consumption motives on purchasing. Conspicuous consumption motives had a stronger effect on purchase when perceived effectiveness was high, and this influence was reduced for lower perceived effectiveness. The interaction between conspicuous consumption and perceived efficacy had the strongest effect in the model. Our findings highlight the relevance of conspicuous consumption as a motive for switching to sustainable clothing and the likewise important role of perceived consumer effectiveness, which is a boundary condition for this effect. Findings also confirm the significant positive influence of environmental concern and trust in the sustainable clothing brand, while perceived greenwashing is a barrier to the adoption of sustainable clothing. Theoretical and practical implications of the findings are discussed.
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Written from the paper’s full text.
TL;DR
This study tests an integrative model of sustainable clothing purchase among a representative Australian sample (N = 600), finding conspicuous consumption and perceived consumer effectiveness are the strongest positive drivers, while perceived greenwashing reduces purchase. Perceived consumer effectiveness positively moderates the conspicuous consumption effect, making their interaction the strongest predictor in the model.
Key findings
- In the regression without interaction, all five antecedents were significant: conspicuous consumption (β = .32, t = 9.18, p < .001) and perceived consumer effectiveness (β = .31, t = 7.66, p < .001) had the strongest positive effects, followed by environmental concern (β = .13, t = 3.25, p < .001) and trust in sustainable clothing brands (β = .13, t = 3.80, p < .001); perceived greenwashing had a negative effect (β = −.08, t = −2.27, p = .02). The model explained R² = .42 of purchase variance.
- Perceived consumer effectiveness positively moderated the effect of conspicuous consumption: the interaction term was significant (β = .51, t = 3.81, p < .001, 95% CI [0.25, 0.77]) and had the strongest influence of all variables on sustainable clothing purchase.
- Conditional effects showed conspicuous consumption’s effect on purchase was lower at one standard deviation below the PCE mean (M − 1SD = 3.17, β = .28, t = 5.33, p < .001), higher at the mean (M = 4.50, β = .40, t = 9.25, p < .001), and highest at one standard deviation above the mean (M + 1SD = 5.84, β = .51, t = 9.78, p < .001).
- With covariates, age had a small negative effect on purchase (β = −.06, t = −2.04, p = .04), while gender did not affect purchasing; overall results varied only marginally, and R² was .43 with the interaction term.
Methods
- Nationally representative online survey of Australian consumers aged 18 years and older (N = 600, 58.7% female, M age = 47.84, SD = 17.64, age range 18–85), recruited by Qualtrics with quotas for age, gender, household income, and education.
- Measures used 7-point Likert scales for conspicuous consumption motives, environmental concern, perceived consumer effectiveness, trust in sustainable clothing brands, and perceived greenwashing; purchase behavior was measured with two items on frequency of sustainable clothing purchase and purchase even at a higher price. No specific brands or styles were provided.
- Main analysis was multiple linear regression in SPSS 26, first without and then with the conspicuous consumption × perceived consumer effectiveness interaction term; robustness checks included gender and age covariates, reliability/validity checks, common method variance assessment, and multicollinearity diagnostics.
Limitations
- The paper states that the cross-sectional data limit causal and directional inferences; that multiple regression has limitations compared with methods such as structural equation modeling; that some participants may not have been aware or conscious of greenwashing before rating those items; that no specific sustainable fashion brands or styles were used; that the model explained 43% of variance in actual sustainable clothing purchases, leaving significant unexplained variance; and that the developed Western country context may limit generalizability.
- The text also makes evident that purchase behavior is self-reported rather than observed, and that the design is not experimental, so causal claims are constrained beyond the stated cross-sectional limitation.
Model-written summary. Check it against the paper before relying on it.
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Cites
Statistics
Claims the paper makes
1 of 56 cited sources checked · 0 supported · 0 flagged · accuracy not yet measured
- Premisecitation
Previous research on greenwashing in the case of sustainable clothing has been scarce.
“Previous research on greenwashing in the case of sustainable clothing has been scarce (e.g., Sailer et al., 2022).”
Quote in the paperSubstantial claim1 of 1 sources checked- cites Sailer et al., 2022 source
The Research Focus section identifies a gap in greenwashing and bluewashing research on sustainable small and medium-sized businesses, including fashion brands. It does not establish that research on greenwashing in sustainable clothing generally has been scarce; its stated gap is narrower. (LLM, conf=0.83)
Experimental — accuracy not yet measured
- Findingown data
Perceived consumer effectiveness has a positive effect on the purchase of sustainable clothing.
“Results showed that all proposed antecedents have a positive relationship with the purchase of sustainable clothing, with the exception of perceived greenwashing, which decreases purchase intention.”
Quote in the paperSubstantial claim - Findingown data
Conspicuous consumption motives have a positive effect on the purchase of sustainable clothing.
“Our findings highlight the relevance of conspicuous consumption as a motive for switching to sustainable clothing and the likewise important role of perceived consumer effectiveness, which is a boundary condition for this effect.”
- Also stated in: § Abstract · plain
“Results showed that all proposed antecedents have a positive relationship with the purchase of sustainable clothing, with the exception of perceived greenwashing, which decreases purchase intention.”
Quote in the paperSubstantial claim - Also stated in: § Abstract · plain
- Findingown data
Environmental concern has a positive effect on the purchase of sustainable clothing.
“Findings also confirm the significant positive influence of environmental concern and trust in the sustainable clothing brand, while perceived greenwashing is a barrier to the adoption of sustainable clothing.”
- Also stated in: § Abstract · plain
“Results showed that all proposed antecedents have a positive relationship with the purchase of sustainable clothing, with the exception of perceived greenwashing, which decreases purchase intention.”
Quote in the paperSubstantial claim - Also stated in: § Abstract · plain
- Findingown data
Trust in sustainable clothing brands has a positive effect on the purchase of sustainable clothing.
“Findings also confirm the significant positive influence of environmental concern and trust in the sustainable clothing brand, while perceived greenwashing is a barrier to the adoption of sustainable clothing.”
- Also stated in: § Abstract · plain
“Results showed that all proposed antecedents have a positive relationship with the purchase of sustainable clothing, with the exception of perceived greenwashing, which decreases purchase intention.”
Quote in the paperSubstantial claim - Also stated in: § Abstract · plain
- Findingown data
Perceived greenwashing has a negative influence on the purchase of sustainable clothing.
“Results showed that all proposed antecedents have a positive relationship with the purchase of sustainable clothing, with the exception of perceived greenwashing, which decreases purchase intention.”
- Also stated in: § Abstract · boosted
“Findings also confirm the significant positive influence of environmental concern and trust in the sustainable clothing brand, while perceived greenwashing is a barrier to the adoption of sustainable clothing.”
Quote in the paperSubstantial claim - Also stated in: § Abstract · boosted
- Findingown data
The interaction between conspicuous consumption and perceived efficacy had the strongest effect in the model.
“The interaction between conspicuous consumption and perceived efficacy had the strongest effect in the model.”
Quote in the paperSubstantial claim - Findingown data
Perceived consumer effectiveness positively moderates the effect of conspicuous consumption motives on purchasing sustainable clothing.
“In addition, perceived consumer effectiveness positively moderated the effect of conspicuous consumption motives on purchasing.”
Quote in the paperSubstantial claim - Findingown data
In the model without interaction, all variables have a significant influence on sustainable clothing purchase as proposed by H1 to H5.
“In the model without interaction, all variables have a significant influence on the dependent variable sustainable clothing purchase as proposed by H1 to H5.”
Quote in the paperSubstantial claim- Rests on an assumption: Participants' self-reported sustainable clothing purchases accurately reflect their actual purchasing behavior.
- Findingown data
Perceived greenwashing has a negative effect on sustainable clothing purchase (β = -.08, t = -2.27, p = .02).
“Perceived greenwashing has a negative effect on purchase (β = À.08, t = À2.27,p = .02).”
Quote in the paperSubstantial claim- Rests on an assumption: Participants' self-reported sustainable clothing purchases accurately reflect their actual purchasing behavior.
- Findingown data
The variables analyzed explained 43% of the variance in actual sustainable clothing purchases in the sample.
“While the variables analyzed explained 43% of the variance in actual sustainable clothing purchases in the sample, there is still a significant part not explained by our model.”
Quote in the paperNot a substantial claim- Rests on an assumption: Participants' self-reported sustainable clothing purchases accurately reflect their actual purchasing behavior.
- Findingown data
Trust in sustainable fashion brands has a positive effect on sustainable clothing purchase (β = .13, t = 3.80, p < .001).
“trust in sustainable fashion brands (β = .13,t = 3.80, p < .001)”
Quote in the paperSubstantial claim- Rests on an assumption: Participants' self-reported sustainable clothing purchases accurately reflect their actual purchasing behavior.
- Findingown data
The results confirmed the relevance of perceived consumer effectiveness as described in the literature.
“On the one hand, our results confirmed the relevance of PCE as described in the literature (Ellen et al., 1991;Jaiswal & Singh, 2018;Kinnear et al., 1974;Niedermeier et al., 2021;Roberts, 1996;Zhao et al., 2018).”
Quote in the paperSubstantial claim0 of 3 sources checked- cites Ellen et al., 1991 source
- cites Jaiswal & Singh, 2018 source
- cites Kinnear et al., 1974
Couldn’t be matched to a paper in Crossref, so it can’t be checked.
- Rests on an assumption: Participants' self-reported sustainable clothing purchases accurately reflect their actual purchasing behavior.
- Findingown data
The interaction of conspicuous consumption with perceived consumer effectiveness had the strongest influence of all variables on the purchase of sustainable clothing.
“Indeed, the nonoverlapping confidence intervals confirmed that the interaction of conspicuous consumption with PCE had the strongest influence of all variables on the purchase of sustainable clothing.”
Quote in the paperSubstantial claim- Rests on an assumption: Participants' self-reported sustainable clothing purchases accurately reflect their actual purchasing behavior.
- Findingnone given
Perceived economic risk has no significant effect on the intention-behavior relation.
“Moreover, perceived economic risk has no significant effect on the intention-behavior relation.”
Quote in the paperNot a substantial claim - Findingown data
Conspicuous consumption has a positive effect on sustainable clothing purchase (β = .32, t = 9.18, p < .001).
“Conspicuous consumption (β = .32,t = 9.18, p < .001)”
Quote in the paperSubstantial claim- Rests on an assumption: Participants' self-reported sustainable clothing purchases accurately reflect their actual purchasing behavior.
- Findingown data
Environmental concern has a positive effect on sustainable clothing purchase (β = .13, t = 3.25, p < .001).
“environmental concern (β = .13,t = 3.25, p < .001)”
Quote in the paperSubstantial claim- Rests on an assumption: Participants' self-reported sustainable clothing purchases accurately reflect their actual purchasing behavior.
- Findingown data
Perceived consumer effectiveness has a positive effect on sustainable clothing purchase (β = .31, t = 7.66, p < .001).
“PCE (β = .31,t = 7.66, p < .001)”
Quote in the paperSubstantial claim- Rests on an assumption: Participants' self-reported sustainable clothing purchases accurately reflect their actual purchasing behavior.
- Findingown data
The effects of gender and age on sustainable clothing purchase did not interact with the effects of any of the other variables.
“The effects of gender and age on purchase did also not interact with the effects of any of the other variables.”
Quote in the paperNot a substantial claim- Rests on an assumption: Participants' self-reported sustainable clothing purchases accurately reflect their actual purchasing behavior.
- Findingnone given
In the study (N=464, Qualtrics), attitude toward sustainable clothing has the highest impact on purchase intention.
“Attitude toward sustainable clothing has the highest impact on purchase intention.”
Quote in the paperSubstantial claim - Findingown data
Consumers' greenwashing concerns negatively influence the relationship between attitude toward sustainable clothing and purchase intention.
“Consumers' greenwashing concerns negatively influence this relationship.”
Quote in the paperSubstantial claim - Findingnone given
Perceived environmental knowledge has a positive impact on purchase intention for sustainable clothing products.
“Perceived environmental knowledge has a positive impact on purchase intention for these products.”
Quote in the paperSubstantial claim - Findingown data
The interaction term of conspicuous consumption and perceived consumer effectiveness confirmed a moderating influence on sustainable clothing purchase (β = .51, t = 3.81, p < .001, 95% CI [0.25, 0.77]).
“The strong interaction term confirmed the moderating influence (β = .51,t = 3.81, p < .001,95% CI [0.25, 0.77]).”
- Also stated in: § 6 | PRACTICAL IMPLICATIONS · plain
“Because the effect of conspicuous consumption on purchasing depends on consumers' perceived environmental effectiveness, that is, their belief that they can contribute significantly to improving the situation of the environment, it is essential for marketers to strengthen perceived effectiveness.”
Quote in the paperSubstantial claim- Rests on an assumption: Participants' self-reported sustainable clothing purchases accurately reflect their actual purchasing behavior.
- Also stated in: § 6 | PRACTICAL IMPLICATIONS · plain
- Premisecitation
Environmental psychology research has shown that conspicuous consumption motives are an important driver of green consumption.
“Environmental psychology research has shown that conspicuous consumption motives are an important driver of green consumption (Hammad et al., 2019;Hartmann & Apaolaza-Ibáñez, 2012;Policarpo & Aguiar, 2020).”
Quote in the paperSubstantial claim0 of 3 sources checked - Premisecitation
Environmental concern can directly influence consumer attitudes toward environmental products.
“Environmental concern can directly influence consumer attitudes toward environmental products (Dangélico et al., 2021;Lee, 2008;Yadav & Pathak, 2016).”
Quote in the paperSubstantial claim0 of 3 sources checked - Premisecitation
Conspicuous consumption can also be an important driver of sustainable consumer behavior.
“However, conspicuous consumption can also be an important driver of sustainable consumer behavior.Consumers can be motivated to purchase environmentally friendly products to signal their environmental compromise and engagement (Griskevicius et al., 2010;Hammad et al., 2019;Sexton & Sexton, 2014).”
Quote in the paperSubstantial claim0 of 3 sources checked - Interpretationreasoning
Conspicuous motives can induce consumers to buy sustainable clothing brands because this may enhance an individual's status and reputation.
“In addition, conspicuous motives can induce consumers to buy sustainable clothing brands because this may enhance an individual's status and reputation.”
Quote in the paperSubstantial claim - Interpretationreasoning
Conspicuous motives may drive consumers to choose green products over non-green alternatives, especially for fashion products.
“Since conspicuous motives may drive consumers to choose green products over non-green alternatives, this may especially be the case for fashion products, because clothing-by its nature-is mostly consumed conspicuously, as these products are on public display when in use.”
Quote in the paperSubstantial claim - Premisecitation
PCE has a positive influence on consumer recycling and green purchasing behaviors.
“Cojuharenco et al. (2016) found that PCE has a positive influence on consumer recycling and green purchasing behaviors.”
Quote in the paperNot a substantial claim0 of 1 sources checked- cites Cojuharenco et al., 2016 source
- Premisecitation
Conspicuous consumption can be a motive for unsustainable consumer behavior.
“Conspicuous consumption can be a motive for unsustainable consumer behavior.Consumers can be motivated to purchase nonsustainable luxury items to indicate their financial status (Cervellon et al., 2019), and, as Mi et al. (2018) showed for the case of Chinese consumers, displays of materialism, and social status can be important triggers of high-carbon consumption.”
Quote in the paperSubstantial claim0 of 2 sources checked- cites Cervellon et al., 2019 source
- cites Mi et al., 2018
Couldn’t be matched to a paper in Crossref, so it can’t be checked.
- Premisecitation
Several studies have shown that individuals who believe their behavior can have a positive impact on the environment are more likely to engage in pro-environmental behavior.
“Several studies have shown that individuals who believe that their behavior can have a positive impact on the environment are more likely to engage in pro-environmental behavior (Higueras-Castillo et al., 2019;Jaiswal & Kant, 2018;Mansoor & Paul, 2022).”
Quote in the paperNot a substantial claim0 of 3 sources checked - Premisecitation
Clothing is mostly consumed conspicuously, as these products are on public display when in use.
“Since conspicuous motives may drive consumers to choose green products over non-green alternatives, this may especially be the case for fashion products, because clothing-by its nature-is mostly consumed conspicuously, as these products are on public display when in use.Clothing has been shown to function as a conspicuous symbol (Lewis & Moital, 2016;Rahman et al., 2010;Woodside, 2012).”
Quote in the paperSubstantial claim0 of 3 sources checked - Interpretationown data
Perceived consumer effectiveness is a boundary condition for the effect of conspicuous consumption motives on sustainable clothing purchase.
“Our findings highlight the relevance of conspicuous consumption as a motive for switching to sustainable clothing and the likewise important role of perceived consumer effectiveness, which is a boundary condition for this effect.”
Quote in the paperSubstantial claim - Study design and conductown data
The theoretical framework was tested with a representative online sample of the Australian population (N = 600).
“The theoretical framework was tested with a representative online sample of the Australian population (N = 600).”
- Also stated in: § 3.1 | Participants and procedure · plain
“To test the proposed conceptual framework, we conducted a nationally representative online survey of Australian consumers.”
Quote in the paperSubstantial claim - Also stated in: § 3.1 | Participants and procedure · plain
- Study design and conductown data
Cronbach's alpha confirmed the reliability of all scales, with all values above the recommended threshold of 0.7.
“Cronbach's alpha confirmed the reliability of all scales, as all values were above the recommended threshold of 0.7 (Hair et al., 2010).”
Quote in the paperSubstantial claim0 of 1 sources checked- cites Hair et al., 2010
Couldn’t be matched to a paper in Crossref, so it can’t be checked.
- Premisecitation
Trust in the sustainable clothing brand minimizes skepticism arising from greenwashing practices.
“For these reasons, trust in the sustainable clothing brand is a significant factor, as it minimizes the skepticism arising from greenwashing practices (Dhir et al., 2021;Rausch & Kopplin, 2021).”
Quote in the paperSubstantial claim0 of 2 sources checked- cites Dhir et al., 2021
Couldn’t be matched to a paper in Crossref, so it can’t be checked.
- cites Rausch & Kopplin, 2021
Couldn’t be matched to a paper in Crossref, so it can’t be checked.
- Premisenone given
Previous research has overlooked the potentially significant role of conspicuous consumption motives in the consumption of sustainable clothing.
“Despite the salient signaling function of clothing, previous research has overlooked the potentially significant role of conspicuous consumption motives in the consumption of sustainable clothing.”
Quote in the paperNot a substantial claim - Premisereasoning
Many vague and unspecific sustainability claims used by the clothing industry are likely more a reflection of greenwashing practices than of genuine environmental engagement.
“Indeed, many of the vague and unspecific sustainability claims used by the clothing industry are likely more a reflection of greenwashing practices than of genuine environmental engagement.”
Quote in the paperSubstantial claim - Interpretationreasoning
Consumers will likely react negatively to news of greenwashing in the fashion industry.
“Consumers will likely react negatively to news of greenwashing in the fashion industry, combined with their awareness of the abundance of vague green claims, lacking a clear specification of the environmental or social benefits of the product.”
Quote in the paperSubstantial claim - Premisecitation
PCE is an important antecedent of green purchase intentions in young consumers.
“Taufique and Vaithianathan (2018) confirmed PCE as an important antecedent of green purchase intentions in young consumers.”
Quote in the paperNot a substantial claim0 of 1 sources checked- cites Taufique and Vaithianathan, 2018 source
- Interpretationreasoning
Consumers might develop a general suspicion of greenwashing in the fashion industry.
“In consequence, consumers might develop a general suspicion of greenwashing in the fashion industry, which likely will negatively impact their purchases of sustainably labeled clothing products.”
Quote in the paperSubstantial claim - Interpretationown data
Perceived consumer effectiveness is a crucial factor influencing sustainable clothing purchases.
“PCE is a crucial factor influencing sustainable clothing purchases.”
Quote in the paperSubstantial claim- Rests on an assumption: Participants' self-reported sustainable clothing purchases accurately reflect their actual purchasing behavior.
- Interpretationreasoning
The consumption of sustainable clothing allows consumers to signal to others their contribution to the improvement of the common good environment.
“The consumption of sustainable clothing allows consumers to signal to others their contribution to the improvement of the common good environment.”
Quote in the paperSubstantial claim - Interpretationown data
The more consumers believe that purchasing sustainable clothing brands helps mitigate the environmental problems generated by the fashion industry, the more likely they are to consume sustainable clothing.
“This finding indicates that the more consumers believe that purchasing sustainable clothing brands helps mitigate the environmental problems generated by the fashion industry, the more likely are they to consume sustainable clothing.”
Quote in the paperSubstantial claim- Rests on an assumption: Participants' self-reported sustainable clothing purchases accurately reflect their actual purchasing behavior.
- Interpretationcitation
The findings support the argument that the consumption of sustainable clothing is strongly associated with social meaning and values.
“Our findings support the argument that the consumption of sustainable clothing is strongly associated with social meaning and values (Diddi et al., 2019;Jacobs et al., 2018;S ¸ener et al., 2019).”
Quote in the paperSubstantial claim0 of 3 sources checked- cites Diddi et al., 2019 source
- cites Jacobs et al., 2018 source
- cites S ¸ener et al., 2019
Couldn’t be matched to a paper in Crossref, so it can’t be checked.
- Rests on an assumption: Participants' self-reported sustainable clothing purchases accurately reflect their actual purchasing behavior.
- Interpretationown data
By showing that sustainable clothing plays a significant role as conspicuous displays, this study contributes to the stream of literature on conspicuous consumption motives as a driver of sustainable consumption.
“By showing that sustainable clothing plays a significant role as conspicuous displays, our study contributes to the stream of literature on conspicuous consumption motives as a driver of sustainable consumption (Ali et al., 2019;Amatulli et al., 2018;Griskevicius et al., 2010;Hammad et al., 2019;Johnson et al., 2018;Policarpo & Aguiar, 2020).”
Quote in the paperSubstantial claim0 of 3 sources checked- cites Ali et al., 2019 source
- cites Amatulli et al., 2018 source
- cites Griskevicius et al., 2010
Couldn’t be matched to a paper in Crossref, so it can’t be checked.
- Rests on an assumption: Participants' self-reported sustainable clothing purchases accurately reflect their actual purchasing behavior.
- Interpretationown data
The purchase of sustainable clothing is more strongly associated with the benefits of a prosocial image than with concern about the degradation of the environment.
“Thus, the purchase of sustainable clothing is more strongly associated with the benefits of a prosocial image than with the concern about the degradation of the environment.”
Quote in the paperSubstantial claim- Rests on an assumption: Participants' self-reported sustainable clothing purchases accurately reflect their actual purchasing behavior.
- Interpretationown data
Once consumers perceive green product claims to be vague or seemingly unlikely and develop doubts about marketing information or suspicions that the company is deploying greenwashing strategies, purchasing behavior is negatively affected.
“Once consumers perceive green product claims to be vague or seemingly unlikely and develop doubts about marketing information or suspicions that the company is deploying greenwashing strategies, purchasing behavior is negatively affected.”
Quote in the paperSubstantial claim- Rests on an assumption: Participants' self-reported sustainable clothing purchases accurately reflect their actual purchasing behavior.
- Interpretationreasoning
This finding makes a significant contribution to the literature on conspicuous consumption because this moderation mechanism has not been proposed previously.
“This finding makes a significant contribution to the literature on conspicuous consumption (e.g., Ali et al., 2019;Amatulli et al., 2018;Griskevicius et al., 2010;Hammad et al., 2019;Johnson et al., 2018) because this moderation mechanism has not been proposed previously.”
Quote in the paperSubstantial claim0 of 3 sources checked - Study design and conductown data
The cross-sectional character of the data limits causal and directional inferences.
“While the representative consumer sample contributes to this study's validity and external representativeness, the cross-sectional character of the data limits causal and directional inferences.”
Quote in the paperNot a substantial claim - Interpretationnone given
This is the first study to address the effects of perceived greenwashing on reported purchases of sustainable clothing.
“This is, to the best of our knowledge, the first study to address the effects of perceived greenwashing on reported purchases of sustainable clothing.”
Quote in the paperNot a substantial claim - Interpretationown data
The more participants believed that their action will make a real difference for the environment, the more they believed that others feel the same, which is a prerequisite for conspicuous consumption to provide the expected motivational effect.
“As theoretically proposed, the more participants in the study believed that their action will make a real difference for the environment, the more they believed that others feel the same, which is a prerequisite for conspicuous consumption to provide the expected motivational effect.”
Quote in the paperSubstantial claim - Interpretationown data
There is still a significant part of the variance in actual sustainable clothing purchases not explained by the model.
“While the variables analyzed explained 43% of the variance in actual sustainable clothing purchases in the sample, there is still a significant part not explained by our model.”
Quote in the paperSubstantial claim- Rests on an assumption: Participants' self-reported sustainable clothing purchases accurately reflect their actual purchasing behavior.
- Interpretationown data
Trust in sustainable clothing brands is an important factor in determining purchasing behavior.
“Trust in sustainable clothing brands is, therefore, a further important factor in determining purchasing behavior.”
Quote in the paperSubstantial claim- Rests on an assumption: Participants' self-reported sustainable clothing purchases accurately reflect their actual purchasing behavior.
- Study design and conductown data
Multicollinearity was ruled out because detection-tolerance values ranged from .58 to .82 and VIFs ranged from 1.21 to 1.69, within recommended thresholds.
“Also, multicollinearity was ruled out since, with detection-tolerance values ranging from .58 to .82 and variance inflation factors (VIF) ranging from 1.21 to 1.69, indicators for multicollinearity were respectively well above and below recommended thresholds for tolerance > .10 to .20 and VIF < 5 to 10.”
Quote in the paperSubstantial claim - Interpretationown data
Only when consumers perceive that sustainable clothing will make an actual environmental impact will they be motivated to display their environmental engagement by purchasing these products.
“Only when consumers perceive that sustainable clothing will make an actual environmental impact, they will be motivated to display their environmental engagement by purchasing these products.”
Quote in the paperSubstantial claim- Rests on an assumption: Participants' self-reported sustainable clothing purchases accurately reflect their actual purchasing behavior.
- Interpretationown data
The moderation of the effect of conspicuous consumption by perceived consumer effectiveness is a novel finding.
“Third, the moderation of the effect of conspicuous consumption by perceived consumer effectiveness is a novel finding.”
Quote in the paperSubstantial claim
- May combine two claims. 16
- Classified as probably not a substantial claim. 18
May combine two claims.
Findingown dataThe regression model was overall significant (p < .001) and explained a significant proportion of the variance of the dependent variable (R2 = .42).
“The regression model was overall significant (p < .001)and explained a significant proportion of the variance of the dependent variable (R 2 = .42).”
Quote in the paperSubstantial claimMay combine two claims.
Findingown dataConspicuous consumption motives have a stronger effect on purchase of sustainable clothing when perceived consumer effectiveness is high, and a weaker effect when perceived consumer effectiveness is low.
“Conspicuous consumption motives had a stronger effect on purchase when perceived effectiveness was high, and this influence was reduced for lower perceived effectiveness.”
Quote in the paperSubstantial claimProbably not a substantial claim: may not pass S3 (load-bearing).
Findingown dataGender did not affect sustainable clothing purchasing.
“While gender did not affect purchasing, age had a small negative effect on purchase (β = À.06, t = À2.04,p = .04).”
Quote in the paperNot a substantial claim- Rests on an assumption: Participants' self-reported sustainable clothing purchases accurately reflect their actual purchasing behavior.
Probably not a substantial claim: may not pass S3 (load-bearing).
Findingown dataAge had a small negative effect on sustainable clothing purchase (β = -.06, t = -2.04, p = .04).
“While gender did not affect purchasing, age had a small negative effect on purchase (β = À.06, t = À2.04,p = .04).”
Quote in the paperNot a substantial claim- Rests on an assumption: Participants' self-reported sustainable clothing purchases accurately reflect their actual purchasing behavior.
May combine two claims.
Findingown dataThe effect of conspicuous consumption on sustainable clothing purchase was lower at one standard deviation below the perceived consumer effectiveness mean (β = .28), than at the mean (β = .40), and higher at one standard deviation above the mean (β = .51).
“Conditional effect analysis showed that the effect of conspicuous consumption on purchase was lower at one standard deviation below the PCE mean value (M À 1SD = 3.17, β = .28,t = 5.33, p < .001)than at the mean value (M = 4.50, β = .40,t = 9.25, p < .001)and higher at one standard deviation above the mean (M + 1SD = 5.84, β = .51,t = 9.78, p < .001).”
Quote in the paperSubstantial claim- Rests on an assumption: Participants' self-reported sustainable clothing purchases accurately reflect their actual purchasing behavior.
May combine two claims.
Study design and conductown dataThe square root of the AVE of each construct was greater than its correlation with other constructs, confirming discriminant validity.
“Table 2 presents the square roots of each construct's AVE in the diagonal showing that the square root of the AVE of each construct was greater than its correlation with other constructs-confirming discriminant validity.”
Quote in the paperSubstantial claimProbably not a substantial claim: may not pass S2 (checkable), S4 (based).
Premisenone givenThe literature lacks a clear perspective of which are the most relevant drivers of sustainable fashion purchases.
“While there exist fragmented research findings, so far, the literature lacks a clear perspective of which are the most relevant drivers of sustainable fashion purchases.”
Quote in the paperNot a substantial claimMay combine two claims.
PremisecitationWhen consumers realize that certain green products present misleading information, a reputation for greenwashing is formed, which compels consumers to be more cautious about these products and increases their predisposition to discovering negative information about other brands in the sector.
“When consumers realize that certain green products present misleading information, a reputation for greenwashing is formed, which compels consumers to be more cautious about these products and increases their predisposition to discovering negative information about other brands in the sector (Chen & Chang, 2013a;Nyilasy et al., 2014;Wang et al., 2019).”
Quote in the paperSubstantial claim0 of 3 sources checkedMay combine two claims.
PremisecitationAlthough consumers are concerned about the environment, environmental concern will not always translate into environmentally friendly behavior.
“However, although consumers are concerned about the environment, some studies revealed a significant concernbehavior gap in the consumer behavior observed in green consumption, and environmental concern will not always translate into environmentally friendly behavior (Cerri et al., 2018;He et al., 2021;Landry et al., 2018).”
Quote in the paperSubstantial claim0 of 3 sources checked- cites Cerri et al., 2018
Couldn’t be matched to a paper in Crossref, so it can’t be checked.
- cites He et al., 2021
Couldn’t be matched to a paper in Crossref, so it can’t be checked.
- cites Landry et al., 2018
Couldn’t be matched to a paper in Crossref, so it can’t be checked.
Probably not a substantial claim: may not pass S4 (based).
InterpretationreasoningFor conspicuous consumption to provide the expected benefits, it is necessary that the individual believes that others perceive a real, as opposed to an insignificant or phony, contribution to sustainability.
“For conspicuous consumption to provide the expected benefits, it is thus necessary that the individual believes that others perceive a real, as opposed to an insignificant or phony contribution to sustainability.”
Quote in the paperNot a substantial claimMay combine two claims.
PremisecitationConspicuous displays signal the personal image individuals want to project and facilitate social relationships.
“Conspicuous displays-whether through goods, clothing, or actionssignal the personal image individuals want to project and facilitate social relationships (Amatulli et al., 2018;Goffman, 1959).”
Quote in the paperNot a substantial claim0 of 2 sources checkedProbably not a substantial claim: may not pass S4 (based).
InterpretationreasoningWhen a consumer feels that the real environmental impact of sustainable clothing is negligible, they will not be motivated to display their environmental engagement by purchasing these products.
“When a consumer feels that the real environmental impact of sustainable clothing is negligible, they will not be motivated to display their environmental engagement by purchasing these products.”
Quote in the paperNot a substantial claimMay combine two claims.
Study design and conductcitationThe average variance extracted and composite reliability ranged from 0.65 to 0.76 and from 0.84 to 0.92, respectively, above the minimum recommended levels.
“The average variance extracted (AVE) and composite reliability (CR) ranged from 0.65 to 0.76 and from 0.84 to 0.92, respectively, well above the minimum recommended level of 0.5 for AVE and 0.6 for CR (Fornell & Larcker, 1981).”
Quote in the paperSubstantial claim0 of 1 sources checked- cites Fornell & Larcker, 1981 source
Classified as probably not a substantial claim.
PremisecitationCostly signaling theory proposes that humans engage in costly behaviors to broadcast surplus genetic fitness and abundance of resources.
“Costly signaling theory (Grafen, 1990;Zahavi, 1977) proposes from an evolutionary psychology perspective that humans engage in costly behaviors, that is, behaviors that are not immediately necessary for the survival of the individual, to broadcast to others that they have surplus genetic fitness and abundance of resources.”
Quote in the paperSubstantial claim0 of 2 sources checkedProbably not a substantial claim: may not pass S4 (based).
PremisecitationGreen trust has been identified in previous research as a significant driver of green purchases.
“We further address the effect of consumers' trust in sustainable clothing brands, since green trust has been identified in previous research as a significant driver of green purchases.”
Quote in the paperNot a substantial claimClassified as probably not a substantial claim.
InterpretationreasoningGeneral suspicion of greenwashing in the fashion industry likely will negatively impact purchases of sustainably labeled clothing products.
“In consequence, consumers might develop a general suspicion of greenwashing in the fashion industry, which likely will negatively impact their purchases of sustainably labeled clothing products.”
Quote in the paperSubstantial claimMay combine two claims.
Study design and conductown dataA single factor over all measurement items explained 26% of overall variance, less than the 50% threshold, providing evidence against significant common method variance.
“A single factor over all measurement items explained 26% of overall variance, significantly less than the 50% threshold for common method variance concern, providing evidence against significant common method variance.”
Quote in the paperNot a substantial claimProbably not a substantial claim: may not pass S3 (load-bearing). May combine two claims.
PremisecitationSocial identity theory explains the individual's drive to enhance their self-concept through conformity with group norms, which reward individuals with social approval.
“Social identity theory explains the individual's drive to enhance their self-concept through conformity with group norms (Turner & Oakes, 1986), which reward individuals with social approval (Cialdini & Goldstein, 2004).”
Quote in the paperNot a substantial claim0 of 2 sources checkedProbably not a substantial claim: may not pass S3 (load-bearing).
PremisecitationThe effect of attitude on purchase intention regarding hybrid and electric vehicles is more pronounced among consumers with a high level of PCE.
“Higueras-Castillo et al. (2019) found that the effect of attitude on purchase intention regarding hybrid and electric vehicles is more pronounced among consumers with a high level of PCE.”
Quote in the paperNot a substantial claim0 of 1 sources checked- cites Higueras-Castillo et al., 2019 source
May combine two claims.
Interpretationnone givenThis research is the first to integrate conspicuous consumption, environmental concern, perceived consumer effectiveness, trust in sustainable clothing brands, and perceived greenwashing into a unifying framework and to examine their effects together on reported actual purchasing behavior.
“This research is the first to integrate these variables into a unifying framework and to examine their effects together on reported actual purchasing behavior.”
Quote in the paperNot a substantial claimMay combine two claims.
Study design and conductown dataThe regression residuals were approximately normally distributed, as indicated by a normal P-P plot nearly overlapping the diagonal (Durbin-Watson = 1.90).
“assumptions testing, the normal probability (P-P) plot of standardized regression residuals was nearly overlapping the diagonal, confirming approximately normal distributed errors (Durbin-Watson = 1.90).”
Quote in the paperNot a substantial claimProbably not a substantial claim: may not pass S3 (load-bearing), S4 (based).
Study design and conductnone givenThe random sampling method rules out sampling bias.
“The random sampling method rules out sampling bias.”
Quote in the paperNot a substantial claimProbably not a substantial claim: may not pass S3 (load-bearing).
InterpretationcitationThis finding extends research by Neumann et al. (2020), who found that trust is an antecedent of purchase intention in the fast fashion sector.
“This finding extends research by Neumann et al. (2020), who found that trust is an antecedent of purchase intention in the fast fashion sector.”
Quote in the paperNot a substantial claim0 of 1 sources checked- cites Neumann et al. (2020) source
May combine two claims.
Interpretationown dataThe negative effect of perceived greenwashing and the positive influence of trust in the sustainability of the brand together advance knowledge of consumer responses to the authenticity of green marketing claims.
“Fourth, the negative effect of perceived greenwashing and the positive influence of trust in the sustainability of the brand together advance our knowledge of consumer responses to the authenticity of green marketing claims.”
Quote in the paperSubstantial claimProbably not a substantial claim: may not pass S3 (load-bearing), S4 (based).
Study design and conductnone givenThe quality of the sample and responses is backed by Qualtrics's internal data control.
“The quality of the sample and responses is backed by Qualtrics's internal data control.”
Quote in the paperNot a substantial claimProbably not a substantial claim: may not pass S3 (load-bearing).
Study design and conductown dataOverall results varied only marginally by introducing gender and age as covariates.
“Overall results varied only marginally by introducing the covariates.”
Quote in the paperNot a substantial claim- Rests on an assumption: Participants' self-reported sustainable clothing purchases accurately reflect their actual purchasing behavior.
May combine two claims.
Interpretationown dataThis study is the first to propose and show that perceived consumer effectiveness belief does not only affect purchases directly but also constitutes a boundary condition for conspicuous consumption motives.
“On the other hand, our study is the first to propose and show that this belief does not only affect purchases directly but that it also constitutes a boundary condition for conspicuous consumption motives.”
Quote in the paperSubstantial claimProbably not a substantial claim: may not pass S3 (load-bearing).
PremisecitationGreen trust is based on the belief in the product's potential to protect the environment.
“Green trust is based on the belief in the product's potential to protect the environment (Wang et al., 2018;Wei et al., 2017).”
Quote in the paperNot a substantial claim0 of 2 sources checked- cites Wang et al., 2018
Couldn’t be matched to a paper in Crossref, so it can’t be checked.
- cites Wei et al., 2017 source
Classified as probably not a substantial claim. May combine two claims.
PremisecitationConsumers may find themselves doubting whether a specific brand of green clothes is truly sustainable or whether the sustainability claim is just a marketing trick.
“Consumers may find themselves doubting whether a specific brand of green clothes is truly sustainable or whether the sustainability claim is just a marketing trick (Neumann et al., 2020).”
Quote in the paperSubstantial claim0 of 1 sources checked- cites Neumann et al., 2020 source
May combine two claims.
PremisecitationSome companies mask negative information about their impact or only partially disclose this information, while others intentionally mislead using false advertisements claiming environmental responsibility.
“Some companies mask negative information about their impact or only partially disclose this information (Lyon & Maxwell, 2011;Marquis et al., 2016), while others intentionally mislead using false advertisements claiming that they are environmentally responsible when, in fact, they are not (Martínez et al., 2020;Szabo & Webster, 2021).”
Quote in the paperSubstantial claim0 of 3 sources checkedProbably not a substantial claim: may not pass S3 (load-bearing).
Study design and conductnone givenThe multiple regression approach has some limitations compared with other analytic methods such as structural equation modeling.
“Also, the analysis is based on a multiple regression approach, which has some limitations compared with other analytic methods such as structural equation modeling.”
Quote in the paperNot a substantial claimClassified as probably not a substantial claim.
InterpretationreasoningConsumers seem to perceive that, for others to perceive their environmental commitment, they must first believe themselves that they are making a noteworthy contribution to the environment.
“Consumers seem to perceive that, for others to perceive their environmental commitment, they must first believe themselves that they are making a noteworthy contribution to the environment.”
Quote in the paperSubstantial claim
The paper relies on this without support.
Participants' self-reported sustainable clothing purchases accurately reflect their actual purchasing behavior.
“The questionnaire then assessed the participants' actual purchases of sustainable fashion, as well as their perceptions of greenwashing by clothing companies, trust in sustainable clothing brands, environmental concern, perceived consumer effectiveness, and conspicuous consumption motives when buying sustainable clothing.”
Self-check
Percentages, sums and reported differences re-computed from the paper’s own numbers.
Each contradiction between two passages listed here was confirmed by an independent check.
Green-trust coefficient decreases rather than increases
MinorThe text says the other variables showed small increases after adding the interaction, but Table 3 shows green trust declining from β = .13 to β = .10.
“The regression values of all variables except conspicuous consumption and PCE varied only marginally with small nonsignificant increases.”
“Green trust .17.05.133.80 <.001 .08 .26.13.05.102.84 .01.03.17”
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- Authors
- Apaolaza, V., Policarpo, M. C., Hartmann, P., Paredes, M. R., & D'Souza, C.
- Affiliations
- University of the Basque Country (ES)
- Universidad del Rosario (CO)
- La Trobe Business School La Trobe University Melbourne Australia
- Corresponding author
- Apaolaza, Vanessa
- Venue
- Business Strategy and the Environment
- Publisher
- Wiley
- Published
- 2022-12-21
- Volume
- 32
- Issue
- 6
- Pages
- 3766-3782
- ISSN
- 0964-4733 (ISSN-L)
- 1099-0836
- OpenAlex
- W4312184551
- Semantic Scholar
- f8134d8df5e50a4f567f5b3d1b8baf3754008c03
- Cited by
- 92
- References
- 107
- Citations by year
- 2026: 24 · 2025: 40 · 2024: 21 · 2023: 7
- FWCI
- 13.50
- Type
- journal article
- Language
- en
- Open access
- hybrid
- doi.org
- Licence
- Locations
- Business Strategy and the Environment (publishedVersion, cc-by)
- Repositorio Institucional E-DocUR (Universidad Del Rosario) (submittedVersion, cc-by-nc-sa)
- Repositorio Institucional E-DocUR (Universidad Del Rosario) (submittedVersion, cc-by)
- Figshare (submittedVersion, cc-by)
- La Trobe University (cc-by)
- Funders
- Fundación Emilio Soldevilla para la Investigación y el Desarrollo en Economía de la Empresa (FESIDE 03‐21)
- La Trobe University
- Eusko Jaurlaritza (IT1731‐22)
- Topics
- Social Sciences › Business, Management and Accounting › Marketing › Environmental Sustainability in Business
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Perception and Purchasing Behavior
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior in Brand Consumption and Identification
- Keywords
- sustainable fashion, conspicuous consumption, greenwashing, purchase intention, perceived consumer effectiveness, environmental concern, brand trust, consumer behavior
About these checks
Registry, retraction, Cites and statistics results are computed, not judged, with one exception: a printed reference that no index lists is read once by a model before it counts as a citation error. Claims are extracted by a model and kept only when their quote appears verbatim in the text; each cited source is then checked, with a model’s help, for whether it says what the claim relies on. Those verdicts can be wrong — read the claim’s quote and the cited source before relying on one.
Claims read by deepseek-v4.1-flash under definition version 3 (extract-v3) on 2026-10-23.
Classified by jev-1.13-20260917 (gold-guideline-v0.2) on 2026-10-23.
Cited sources are checked by gpt-6-sol.
Statistics and arithmetic are recomputed, not judged.
Confidence bands are shown only for fields calibrated on our annotated test set. None is calibrated yet, so no band is shown.
What counts as a claim ›How we measure confidence ›How we check this ›
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