... advances sustainable consumption research by revealing the differential moderating role of waste type across emotional and rational pathways, offering strategic insights for sustainable fashion marketing. Hu Meng can be contacted at: menghu@scu.edu.cn 22 12 2025 18 03 2026 27 04 2026...

...Wendy Hsiao Chun Chou Purpose This study applies cognitive appraisal theory to examine how marketing communication cues activate appraisal processes that shape sustainable fashion perceptions, advocacy and consumption behavior. Design/methodology/approach Data were collected from 606 Taiwanese...

.... Originality/value This study is among the first to apply a DCE methodology to quantify consumer trade-offs across multi-attribute combinations within China's evolving sustainable fashion market. By uncovering five preference-based consumer segments, the analysis moves beyond the reductive “green versus non...

.... Moreover, several management implications applicable to the fashion industry have also been proposed based on the conclusion. Sharing willingness Sustainable fashion Commitment Empirical research Consumer behavior Consumers and stakeholders are highly concerned about a brand's environment...