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Cited by 0Environmental Sustainability in BusinessConsumer Perception and Purchasing BehaviorSustainable Supply Chain Management

From greenwashing to green trust: Understanding the consumer behavior in the fashion industry

Open access
Zhao, Jing, Zhou, Huaqing, Zhou, Min, Zheng, Cheng, Zhou, Lei, Yang, Fangrong·2026·Acta Psychologica
DOI 10.1016/j.actpsy.2026.106850
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Abstract

The increasing environmental impact of the fashion industry has underscored the urgent need for sustainable business practices. However, consumer preferences remain heavily skewed toward fast fashion, posing a significant challenge to green consumption. This study examines the key determinants influencing Green Purchase Intention (GPI) within the fashion industry, emphasizing the mediating roles of Green Word of Mouth (GWOM) and Green Trust (GT). The research framework investigates the influence of Corporate Social Responsibility (CSR), Green Advertising (GA), and Greenwashing (GW) on GWOM and GT, which, in turn, shape Corporate Image (CI) and GPI. Employing a quantitative research design, data were collected from 300 online fashion consumers in China through a structured survey administered via the Sojump platform, using purposive sampling. The collected data were analyzed using partial least squares structural equation modeling (PLS-SEM). First, the measurement model was assessed for reliability and validity through convergent and discriminant validity tests. Second, the structural model was evaluated to test the hypothesized relationships and predictive relevance. Findings indicate that CSR and GA positively influence GWOM and GT, whereas GW significantly reduces GT but does not impact GWOM. Furthermore, both GWOM and GT exhibit a strong positive effect on GPI and CI. These results highlight the need for fashion brands to adopt transparent green marketing strategies and implement authentic sustainability initiatives to build consumer trust and encourage positive word of mouth. By fostering greater credibility and corporate image, brands can strengthen long-term customer loyalty and drive sustainable consumption behavior in the fashion sector.

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Research works printed but not linked: 14

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Authors
Zhao, J., Zhou, H., Zhou, M., Zheng, C., Zhou, L., & Yang, F.
Affiliations
  • Henan Agricultural University (CN)
  • Zhejiang Wanli University (CN)
  • Henan University of Engineering (CN)
Corresponding author
Yang, Fangrong
ORCID
Venue
Acta Psychologica
Publisher
Elsevier BV
Published
2026-07
Volume
267
Pages
106850
ISSN
0001-6918 (ISSN-L)
DOI
10.1016/j.actpsy.2026.106850
OpenAlex
W7162778405
Semantic Scholar
94bc335a0d94dab3810b82fdbc89eca5d45d2152
Cited by
0
References
86
FWCI
0.00
Type
journal article
Language
en
Open access
Licence
Locations
  • Acta Psychologica (publishedVersion, cc-by)
  • PubMed (publishedVersion)
  • DOAJ (DOAJ: Directory of Open Access Journals) (submittedVersion, cc-by-sa)
Funders
  • Henan Provincial Science and Technology Research Project (242400411147)
  • International Science and Technology Cooperation Programme (252102521026)
  • Science and Technology Department of Henan Province (2025-ZDJH-773)
  • National Social Science Fund of China (23EH233)
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 › Strategy and Management › Sustainable Supply Chain Management
Keywords
greenwashing, green trust, green purchase intention, green word-of-mouth, corporate social responsibility, green advertising, corporate image, sustainable consumption, fast fashion, fashion consumers, green marketing, consumer trust
MeSH terms
Adult, Advertising, China, Consumer Behavior, Female, Humans, Male, Social Responsibility, Intention, Trust, Marketing, Young Adult

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