Marketing Green Threads: Sustainability Messaging's Effect on Perceived Sustainability and Purchase Intention in the Clothing Industry

Abstract

The fashion industry accounts for 10 percent of the world’s carbon emissions and is the second largest consumer of water worldwide. In response, clothing companies are adapting sustainability into their operations and marketing strategies. However, the literature lacks consensus on the effectiveness of different types of sustainability communication. Grounded in the concepts of the “sustainability-liability effect”, the “halo effect” and the “attitude-behavior gap”, this thesis investigates the effect of sustainability messages on perceived sustainability and purchase intention for sustainable clothing, and the moderating role of sustainability consciousness. By employing a single-factor between-subjects design on 2024-survey data from 495 respondents in the UK, the study reveals that presenting sustainability and quality as separate attributes significantly enhances perceived sustainability and purchase intentions more effectively than presenting these attributes as interconnected. This insight contributes to theoretical knowledge and provides actionable recommendations for marketers to develop compelling sustainability messages.