DefinePK

Abstract

Fashion consumers are becoming environmentally sensitive and choose companies that implement sustainable methods. Research on the impact of green branding and packaging on fashion brands is limited.     This study fills the research gap by assessing the impact of environmental concerns, green packaging, and branding on fashion consumers' perceptions and purchasing intentions towards eco-friendly brands. The study will also evaluate how environmental awareness moderates green brand attitude and purchasing intention. This research followed quantitative design. Online questionnaires were administered to customers of fashion brands. Four hundred thirty-two fashion label buyers provided responses. Partial Least Squares Structural Equation Modeling (PLS-SEM) was employed for data analysis. Eco-friendly packaging and branding, together with environmental awareness, substantially affect green brand perception, which subsequently serves as a robust predictor of green purchasing intentions.  Mediation analyses validate the partial mediating function of green brand attitude and the moderating influence of green brand knowledge, underscoring its pivotal role in sustainable fashion consumption.