Sustainable style: the impact of sustainable strategies on brand image, perceived value and purchase intention

Abstract

The fast fashion industry, a hallmark of affordability and rapid trends, faces mounting criticism for its environmental impact. In response, brands are exploring sustainable strategies to meet consumer demands for accountability and responsibility. This thesis investigates the effects of three sustainable strategies—renting a new clothing collection, buying a sustainable collection (clothing made with sustainable materials) and renting a sustainable collection—on Green Brand Image (GBI), Perceived Value (PV), and Purchase Intention (PI). Grounded in Signaling Theory, the study investigates whether Green

Consumer Profiles (GCPs) moderate the effects of sustainable strategies on consumer perceptions and behavioral intentions. An experimental design involving 800 Mexican consumers reveals nuanced insights into the efficacy of these strategies. Renting sustainable collections emerges as a powerful driver of Green Brand Image, positioning brands as credible leaders in environmental stewardship. Conversely, buying sustainable collections demonstrates a stronger influence on PV and PI, emphasizing the enduring emotional and practical appeal of ownership over rental models.

Notably, the analysis indicates that GCPs exert limited moderating effects, suggesting that sustainable strategies can achieve broad market appeal without relying on narrowly targeted campaigns.

This research advances theoretical understanding by extending Signaling Theory to operational sustainability practices within the fast fashion context, addressing gaps in how these strategies influence consumer perceptions. Furthermore, the comparative analysis of renting and purchasing sustainable products provides actionable insights for brands seeking to balance affordability, accessibility, and sustainability. By aligning environmental initiatives with consumer expectations, fashion companies can navigate the growing demand for responsible consumption while maintaining competitive relevance.