The purpose of this paper is to apply the integration of signaling theory and self-congruity theory to explain the mechanism by which blockchain-enabled traceability and transparency influence consumers’ willingness to pay a premium for sustainable fashion products.
Quantitative data was collected through an online survey with 622 participants in Vietnam using snowball sampling. The participants were those who had awareness or experience with sustainable fashion and blockchain technology. The research model and hypotheses were tested using partial least squares structural equation modeling (PLS-SEM) techniques using SmartPLS 4 software.
The study found that blockchain signals strongly activate four types of symbolic meanings (status, environment, innovation and fashion). These symbolic meanings reinforce identification with personal identity and feelings of brand authenticity, which in turn promote willingness to pay a premium. Notably, the results showed that hyperopia did not play a moderating role in the relationships between psychological mechanisms and willingness to pay a premium.
This study contributes by extending signaling theory and self-congruity theory to a blockchain-enabled sustainable fashion context. Rather than proposing a fundamentally new psychological mechanism, it shows how blockchain-based traceability and transparency can function as credibility-enhancing signals that activate established symbolic, identity-related and authenticity-based processes associated with willingness to pay a premium.
