IMPACT OF ENVIRONMENTAL BRAND CREDIBILITY ON CONSUMER ATTITUDES AND PURCHASE INTENTIONS FOR ECOAPPAREL

Abstract

The increasing environmental effects of the apparel industry have increasing the demand of
consumers on sustainable and environmentally friendly clothing products and so
environmental branding has become a vital strategic tool of apparel firms. This research
analyzes the effect of brand credibility on the consumer attitudes and purchase intentions in
regard to eco-apparel on the environment. The results suggest that the environmental brand
credibility is positively relevant and has a significant positive influence on the consumer
attitudes and buying intentions to the eco-apparel. Consumer attitude proved one of the
influential mediating variables which implies that purchase intention is boosted by making
credible environmental claims, which mainly affect the intentions via the establishment of
positive attitudes. The findings point to the role of credibility in decreasing customer distrust
and enhancing trust in eco-fabrics brands. It is valuable research that adds to the literature of
green marketing and sustainable consumption as the study empirically confirms the
credibility of environmental brand as a fundamental determinant of consumer behavior on the
apparel market. The results are very informative to both the marketers and policymakers
seeking to influence the market to shift to the culture of sustainable apparel consumption by
adopting plausible and transparent branding tactics