Unpacking Eco-Conscious Footwear: How Brand Activism and Credibility Drive Advocacy and Usage Continuity

Abstract

This study investigates the factors driving continuous usage intention and brand advocacy for eco-friendly footwear made from recycled materials. Using Partial Least Squares Structural Equation Modeling (PLS-SEM), data were collected from 271 respondents, primarily Millennials and Gen Z, who engage in running and golf. The model examines the impact of environmental knowledge, environmental concern, and brand competence on brand-related outcomes, with brand ambassador credibility, brand activism, self-brand congruence, and mindful consumption as mediators. Findings reveal significant relationships among all variables, with environmental knowledge emerging as the strongest predictor of brand activism. Furthermore, brand activism significantly influences mindful consumption, underscoring the role of activism in fostering sustainable consumer behaviors. These results highlight the importance of brand activism and credibility in shaping brand loyalty and sustainability perceptions among eco-conscious consumers. The implications offer valuable insights for brands aiming to enhance their advocacy and engagement strategies in the sustainable footwear market.