From Awareness to Action: Building Consumer Confidence in Sustainable Fashion Brands

Abstract

This study proposes a comprehensive model for building and promoting a sustainable fashion brand by integrating responsible sourcing, transparent production practices, and clear communication of sustainability values. Key determinants of a trusted, sustainable brand include authenticity, product quality, affordability, ethical supply chains, and circular economy initiatives such as recyclability and take-back programs. Recent studies show a persistent gap between young consumers' stated willingness to purchase sustainable products and their actual purchasing behavior, often due to price concerns and a lack of trust. Previous research highlights that while 80% of consumers support sustainable choices in theory, only a minority consistently act on these values, as the market continues to struggle with transparency, affordability, and engaging communication. These challenges include misleading green marketing, the wasteful fast-fashion model, and limited consumer education, leading to widespread confusion and consumer skepticism. To better understand these gaps, targeted awareness campaigns, rallies, poster presentations, and surveys were conducted to educate consumers and gather insights into their expectations, attitudes, and behaviors towards sustainable fashion brands. These efforts helped identify the most promising attributes of a sustainable fashion brand that can build trust, raise awareness, foster stronger connections with eco-conscious consumers, and encourage them to make more sustainable fashion choices. This study identifies transparent sourcing, circular economy initiatives, fair pricing, and consumer education as the most promising aspects of a sustainable fashion brand. The study also demonstrates how brands anchored in authenticity and clear sustainability values can inspire consumer confidence and influence purchasing behavior, thereby advancing both business growth and global sustainability goals.