The Impact of Storytelling and Sustainability-Related Value Orientation on Consumer’s Trust in and Purchase Intentions of Sustainable Fashion Brands

Abstract

This study examined the impact of storytelling by sustainable fashion brands on consumer trust in sustainable brands and purchase intentions, as well as the moderating effect of sustainability-related value orientation. The results provide insights into how to bridge the gap between consumer behavior and sustainable fashion. A survey was conducted with 192 male and female consumers aged 20-59. The participants were randomly assigned to one of three groups: brand-centered storytelling, product-centered storytelling, and a control group, each exposed to different stimuli. Multiple regressions and one-way ANOVAs were conducted using SPSS. There were three main findings. First, the brand-centered storytelling group exhibited significantly higher trust in the sustainable fashion brand, compared with other groups, a trend not observed in the product-centered group. Second, sustainability-related value orientation positively influenced brand trust and moderated the relationship between brand-centered storytelling and trust in sustainable fashion brands. Third, brand trust positively affected purchase intentions. These results have practical implications for marketers in the sustainable fashion sector, emphasizing the role of storytelling in highlighting brand trust and thereby influencing consumer purchase intentions for sustainable fashion products.