Eco positioning drives sustainable fashion consumption through process related strategies and brand familiarity

This study investigates how eco-positioning strategies influence consumers’ evaluations of fashion brands, their willingness to pay for eco-friendly fashion products, and their sustainable fashion consumption intentions. Based on the Theory of Planned Behavior and the Value-Belief-Norm Theory, this study constructs an integrated analysis framework. Data were collected through a structured online experiment, wherein participants completed three randomized experimental modules, each testing a distinct dependent variable. Within each module, participants were independently assigned to different eco-positioning stimuli. The results indicate that eco-positioning significantly affects brand evaluation and purchase intention, with process-related eco-positioning having a stronger effect. High brand familiarity enhances the effectiveness of eco-positioning strategies. Strong eco-positioning remarkably increases consumers’ willingness to pay, with perceived environmental sustainability playing an important mediating role. Additionally, sustainable fashion consumption intention under eco-positioning advertising is markedly higher than that under other advertising conditions, with environmental concern and fashion involvement acting as key moderating factors.