Strategic Signaling and Sustainable Consumer Purchase Behavior: The Case of Fast Fashion Supply Chains

In response to growing consumer demand for sustainability, the objective of this study is to investigate the impact of strategic sustainability signaling on consumer purchasing behavior, assess consumer perceptions, and identify key factors that enhance the effectiveness of these signals in promoting sustainable purchasing practices in the fast fashion industry in Albania. It adopts a quantitative research approach with an experimental setup featuring two surveys: one for a control group and one for a treatment group. Participants completed surveys distributed digitally, yielding 416 responses. Data was analyzed using Ordinal Logistic Regression and Structural Equation Modeling (SEM) to evaluate relationships between demographic factors, purchase preferences, perceived product attributes, and other relevant factors. Findings highlight the significant role of factors like sustainable packaging, perceived product attributes, sustainability awareness, social influence, brand loyalty, and exposure to sustainability signals in positively influencing sustainable consumer purchasing behavior. This study provides novel insights into how fast fashion brands can enhance sustainability initiatives. The application of signaling theory to sustainable packaging and its impact on purchase intentions offers a unique perspective, emphasizing the importance of credible and effective sustainability communication.