Green messaging strategies: shaping green consumption behavior in fashion retail

Purpose This study investigates how green messaging strategies in fashion retail enhance the visibility of sustainable apparel, addressing distribution challenges. Particular attention is given to various dimensions of green messages and mediating roles of perceived benefit and self-efficacy. Design/methodology/approach Data were collected through an online survey conducted in China using a convenience sampling method. A total of 477 valid responses were analyzed using SmartPLS 3.2.9 for PLS-SEM analysis. Findings Among the five message types, only marketing green messages exerts a direct positive influence on green consumption behavior. While perceived benefit does not significantly mediate this relationship, self-efficacy plays a critical mediating role between both product and marketing messages and consumer behavior. Additionally, product, marketing, service, and enterprise messages indirectly affect behavior through a chain of mediation involving perceived benefit and self-efficacy. Practical implications Fashion retailers should tailor green messages to specific shopping contexts and customer needs. This targeted approach enhances consumer engagement and sustainable purchasing behavior. Originality/value The integrated theoretical framework of this study captures the multidimensional nature of green messages from apparel brands. The finding not only highlights the crucial role of self-efficacy but also demonstrates the contextual flexibility of the transtheoretical model beyond health behavior.