A preliminary analysis of the impact of advertising appeals on sustainable apparel purchase behaviour

Abstract This study examines the complex mechanisms shaping consumer attitudes and behaviours towards sustainable fashion, with a focus on Ducoffe’s advertising model. Using a questionnaire, it investigates how informativeness, entertainment, credibility, and irritation in advertising influence purchase behaviour, given the high social media usage and environmental awareness among young consumers. Data were collected via SPSS and AMOS from a convenience sample of 376 consumers aged 18–30. The results indicate that informativeness, entertainment, and credibility positively influence purchase intention, confirming the model’s robustness. These findings contribute to the effective promotion of sustainable apparel, benefiting companies adopting such strategies.