Green Branding in Fast Fashion: Examining the Impact of Social Sustainability Claims on Consumer Behavior and Brand Perception

Abstract This study explores the impact of social sustainability claims on consumer perception and behavior in the fast-fashion industry. Specifically, it examines how sustainability claims based on the fashion supply chain impact green purchase intentions through the serial mediation of green brand image, green satisfaction, and green brand equity. Based on the Mean-End-Chain (MEC) theory and the Value-Based-Norm (VBN) theory, our research investigates the 'H' brand, known for its social sustainability initiatives. These initiatives emphasize altruistic values, including cooperation with farmers for organic fiber cultivation, improved working conditions, fair wages, and workplace safety. We analyze data from 257 Chinese participants via a serial mediation model using the PROCESS macro in SPSS. The findings reveal a positive relationship between sustainability claims and purchase intentions through green brand image, green satisfaction, and green brand equity. These outcomes highlight the necessity for fashion industry marketers to strategically emphasize altruistic values in sustainability efforts to enhance green brand image, green satisfaction, and green brand equity and increase green purchase intentions. Keywords: Supply Chain Sustainability Claims, Fashion Industry, Value-Behavior relationship, Sustainability Marketing, Green Brand Image, Green Satisfaction, Green Brand Equity, Green Purchase Intention.