Conceptual Analysis of the Relationship Between Slow Fashion Marketing Strategies and Consumer Purchase Intention: Mediating Role of Label Satisfaction and Perceived Effectiveness
List of Authors
Chen Yingyi, Rosita Mohd Tajuddin, Shaliza Mohd Shariff , Yu Suxia
This study examines the impact of slow fashion marketing strategies on consumer purchase intention, focusing on the mediating roles of label satisfaction and perceived effectiveness. Integrating the Stimulus-Organism-Response (S-O-R) model and the Theory of Planned Behavior (TPB), this research develops a conceptual framework to explore how sustainable brand communication, eco-friendly product design, price transparency, and consumer education influence purchasing decisions. The findings suggest that effective marketing strategies enhance consumer trust and perceived impact, ultimately increasing purchase intention. Transparency in labeling and sustainability claims, along with strong consumer engagement, play a crucial role in shaping consumer attitudes toward slow fashion. However, as a conceptual study, empirical validation through quantitative methods such as structural equation modeling (SEM) is necessary. Additionally, cross-cultural studies are recommended to examine variations in consumer responses across different markets. This research contributes to the literature by extending the application of behavioral theories in the sustainable fashion sector and providing managerial insights for brands seeking to enhance their sustainability marketing strategies.