Sustainability-framed categories within fashion retail platforms: effects on retail authenticity and purchase intention

Purpose Grounded in categorization theory, this research investigates how sustainability-framed categories within fashion retail platforms influence retail authenticity and, in turn, consumer purchase intention. Design/methodology/approach A mixed-methods approach was used to examine the relationship between sustainability categories embedded in platforms, retail authenticity and purchase intention. Qualitative interviews identified key category attributes, followed by a quantitative survey and structural equation modeling to test the proposed relationships. Findings Product variety, transparency, customization and informativeness significantly enhance retail authenticity, which subsequently increases purchase intention. However, convenience does not have a significant effect. Retail authenticity is a key mediator linking category attributes to behavioral intention. Originality/value This research extends categorization theory by conceptualizing sustainability not as a brand or product trait but as a distinct category structure within retail platforms. By identifying how category-level framing shapes authenticity and purchase behavior, this study provides practical insights for retailers seeking to integrate sustainability cues into broader fashion assortments.