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The sustainability claims’ impact on the consumer’s green perception and behavioral intention: A case study of H&M

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  • Tahira Javed
  • Jun Yang
  • Waseem Gul Gilal
  • Naeem Gul Gilal

Abstract

The purpose of this paper is to investigate whether various kinds of sustainability claims based on the supply chain drive different extents of green psychological variables and behavioral intention. In this study, we selected the sustainability claims of the H&M group, as this group indulges in a sustainable fashion i.e. commitment of doing business that generates revenues for shareholders, protects the people, and the planet. The H&M sustainability program can be categorized into social and environmental practices. We collected data from 316 Chinese respondents. The finding of one-way ANOVA revealed that eight types of sustainability claims drive the same level of green trust and green loyalty. However, the social claims such as “building safety in Bangladesh†and “animal welfare†significantly bring a high impact on the green psychological variables (i.e. green brand image, green satisfaction, green brand equity, and green purchase intention). The outcomes of this study are helpful for fashion/clothing and textile industry marketing managers to understand the consumers’ preferences towards ethical practices and trade-offs between claims while developing a positioning strategy. Â

Suggested Citation

  • Tahira Javed & Jun Yang & Waseem Gul Gilal & Naeem Gul Gilal, 2020. "The sustainability claims’ impact on the consumer’s green perception and behavioral intention: A case study of H&M," Advances in Management and Applied Economics, SCIENPRESS Ltd, vol. 10(2), pages 1-1.
    • Handle: RePEc:spt:admaec:v:10:y:2020:i:2:f:10_2_1
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    1. Valentina Carfora & Patrizia Catellani, 2022. "Advertising Innovative Sustainable Fashion: Informational, Transformational, or Sustainability Appeal?," Sustainability, MDPI, vol. 14(23), pages 1-21, December.
    2. Osmud Rahman & Dingtao Hu & Benjamin C. M. Fung, 2023. "A Systematic Literature Review of Fashion, Sustainability, and Consumption Using a Mixed Methods Approach," Sustainability, MDPI, vol. 15(16), pages 1-37, August.
    3. Hanna Górska-Warsewicz & Maciej Dębski & Michal Fabuš & Marián Kováč, 2021. "Green Brand Equity—Empirical Experience from a Systematic Literature Review," Sustainability, MDPI, vol. 13(20), pages 1-34, October.
    4. Syed Abdul Rehman Khan & Adnan Ahmed Sheikh & Mubeen Ashraf & Zhang Yu, 2022. "Improving Consumer-Based Green Brand Equity: The Role of Healthy Green Practices, Green Brand Attachment, and Green Skepticism," Sustainability, MDPI, vol. 14(19), pages 1-17, September.

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