Signaling sustainability in online fashion consumption: The role of credibility induced by certification labels

Abstract

In recent years, the fashion industry invested a reasonable amount of resources into sustainable processes and marketing. However, among consumers, questions persist about the credibility of sustainability communication in online fashion retail. Third-party certification offers a way for fashion brands to signal sustainable practices, while reducing consumer skepticism. In two quantitative experimental studies, this research examines the impact of certification labels and additional product aspects (message focus, product information and price) on perceived credibility and buying intentions of sustainable fashion. Data was collected in two experiments with samples of 211 and 183 respondents using online survey methods, and findings affirm that certification labels increase information credibility and thereby purchase intentions. Although certification labels enhance credibility, additional sustainability information (vs. consumer benefit messages) are a conditioning factor. Moreover, product price did not moderate credibility perceptions of third-party certified fashion, regardless of the provided sustainability information. This research offers valuable theoretical contributions to the sustainable consumption literature, as well as managerial implications for the implementation of signaling strategies for sustainable fashion online retailers.