Underestimated ABG in Sustainable Fashion: Recalling Brand Names Alters the Predictiue Power of Attitude on Purchase

Abstract

Whether attitude is a good predictor of purchase has been widely discussed in sustainable literature. With an aim to examine if the predictive power of attitude to behaviour is exaggerated in current sustainable fashion consumption literature, this study employs the SOR model to investigate the impact of brand name recalling status (S) on the predicting relationship between green trust (O) and purchase intention (R). A linear regression model has been tested among three fashion brand-product configurations with a sample of 109 Norwegian respondents. The results suggest that recalling a specific brand name reduces the predicting power of green trust toward purchase intention. Different patterns were found between sustainable fashion brands and fast fashion brands. This study provides insights for green researchers on improving research design to attain more precise and reliable outcomes.