This study aims to examine the impact of sustainability cues in both slow and fast fashion advertising on consumer trust, desirability and willingness to buy in the context of the Lithuanian market. While previous research has often focused on fast fashion, this study equally emphasizes slow fashion brands, highlighting how sustainability cues function across both contexts. By providing a balanced comparison, the research challenges the assumption that sustainability cues are only effective for slow fashion.
An experimental design was used, using partial least squares structural equation modeling for hypothesis testing and necessary condition analysis to identify critical factors influencing consumer behavior. Data were collected through an online survey involving 400 Lithuanian consumers aged 18–65; participants evaluated advertisements for a fictitious brand. Four scenarios were tested, varying the presence of sustainability cues and the type of fashion (slow vs fast).
Sustainability cues positively influence trust, desirability and willingness to buy in fast and slow fashion contexts. Trust and desirability mediate the relationship between sustainability cues and purchase intentions. Although slow fashion consumers tend to associate more strongly with sustainability, fast fashion brands can also benefit from incorporating sustainability cues to enhance consumer perceptions.
Regardless of their segment, fashion brands should integrate sustainability cues into advertising strategies to build trust and desirability, which are essential to drive purchase intentions. Transparency and authenticity in sustainability communications are paramount to counter consumer skepticism and mitigate perceptions of greenwashing.
This study provides a novel contribution by analyzing how sustainability cues operate differently for slow and fast fashion contexts. It challenges the stereotypical association between slow fashion and sustainability, demonstrating that fast fashion brands can also effectively communicate sustainability to consumers.
