How Does Cultural Sustainability Promote Fashion Consumers’ Purchase Intention?

Sustainable action of brands has become an essential force in cultural sustainability, but there is still a gap in knowledge about how it contributes to brand performance. This study aims to compare the different effects of creative social enterprise and sustainable campaigns on consumers’ purchase intention and examine the mediating role of brand hypocrisy and the moderating role of sustainable communication. A quasi-experiment was conducted with 499 participants. Hypotheses were tested using the bootstrapping method. The results demonstrated that creative social enterprise (versus sustainable campaign) has lower brand hypocrisy and thus results in higher purchase intention. In addition, when brands use explicit communication (versus implicit communication), the direct effect of creative social enterprise (versus sustainable campaigns) on purchase intention is stronger, while the mediating effect of brand hypocrisy remains the same. Based on these conclusions, it is recommended to integrate sustainable campaigns with implicit communication and creative social enterprise with explicit communication.