Keywords
Engagement;
Perceived Value
Sustainable Branding
Fast Fashion
How to Cite
Abstract
Objective: To analyze how consumer sustainable engagement influences sustainable consumption behavior in the fashion industry, considering the mediating role of perceived value and the moderating effect of institutional communication and brands’ social recognition.
Methodology: A quantitative, descriptive study based on an online survey conducted with 780 Brazilian consumers. Data were analyzed using Structural Equation Modeling (SEM), with construct validation through Confirmatory Factor Analysis (CFA) besides mediation and moderation tests performed using bootstrap procedures.
Originality: The study proposes and validates an integrative model that articulates sustainable engagement, perceived value, and institutional communication within a single empirical framework, advancing the literature by explaining the gap between intention and behavior in sustainable fashion consumption.
Main results: The findings indicate that sustainable engagement has a positive direct effect on sustainable consumption, with partial mediation by perceived value. Sustainability campaigns and social media, as well as brand awareness, positively moderate this relationship, whereas general trust in campaigns did not present a significant effect.
Theoretical Contributions: This research contributes to the field of sustainable consumer behavior by integrating psychological, value-based, and communicational factors, providing empirical evidence in a Brazilian context and expanding traditionally fragmented theoretical models.
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