A Study on Consumer Perception and Behavior towards Sustainable Fashion Brand Image under the Consumer Value Theory

This study aims to investigate consumers' perception and behavior towards sustainable fashion brand image within the framework of Consumer Value Theory. Consumer Value Theory emphasizes that consumers, in their purchasing decision-making process, consider not only the utilitarian value of products but also emotional, social, and environmental values, among other factors. To gain deeper insights into how these values are manifested in sustainable fashion brands, this research seeks to measure the importance consumers attach to different values and their impact on brand image. The survey results reveal that enhancing aesthetic value in attire, establishing resonance with peers, and enhancing personal image and confidence in social situations are all significant factors for consumers when selecting sustainable fashion brands. Modern consumers are increasingly concerned about whether brands adhere to sustainable development principles, including environmental and health friendliness, waste reduction, resource conservation, and positive environmental impact. These factors not only influence consumers' purchasing decisions but also enhance the brand's reputation and image in the market. However, through the Importance-Performance Analysis (IPA), this study also identifies areas that require priority improvement, including reducing waste and resource consumption, bringing happiness and positive emotions, and increasing consumer acceptance of innovative products. In summary, this study employs purposive sampling and snowball sampling to comprehensively explore consumer perceptions and behaviors towards sustainable fashion brand image under the framework of consumption value theory, providing important references for brand marketing strategies.