From greenwashing to green trust: Understanding the consumer behavior in the fashion industry

The increasing environmental impact of the fashion industry has underscored the urgent need for sustainable business practices. However, consumer preferences remain heavily skewed toward fast fashion, posing a significant challenge to green consumption. This study examines the key determinants influencing Green Purchase Intention (GPI) within the fashion industry, emphasizing the mediating roles of Green Word of Mouth (GWOM) and Green Trust (GT). The research framework investigates the influence of Corporate Social Responsibility (CSR), Green Advertising (GA), and Greenwashing (GW) on GWOM and GT, which, in turn, shape Corporate Image (CI) and GPI. Employing a quantitative research design, data were collected from 300 online fashion consumers in China through a structured survey administered via the Sojump platform, using purposive sampling. The collected data were analyzed using partial least squares structural equation modeling (PLS-SEM). First, the measurement model was assessed for reliability and validity through convergent and discriminant validity tests. Second, the structural model was evaluated to test the hypothesized relationships and predictive relevance. Findings indicate that CSR and GA positively influence GWOM and GT, whereas GW significantly reduces GT but does not impact GWOM. Furthermore, both GWOM and GT exhibit a strong positive effect on GPI and CI. These results highlight the need for fashion brands to adopt transparent green marketing strategies and implement authentic sustainability initiatives to build consumer trust and encourage positive word of mouth. By fostering greater credibility and corporate image, brands can strengthen long-term customer loyalty and drive sustainable consumption behavior in the fashion sector.