Plastic trash is a severe societal issue that affects all businesses, regardless of brand luxury. As a result, fashion designers are aiming to create sustainable clothing made from recycled plastic bottles. However, while complete sustainable development has been extensively studied in luxury branding research, past studies have not evaluated the influence of this sustainable product type on customer behaviour. As a result, the goal of this study is to determine how customer brand sentiments and purchase intentions are influenced by the introduction of sustainable plastic apparel. The results showed that the launch of sustainable plastic clothing affects brand attitude positively, influencing purchase intention both directly and indirectly. We collected 440 samples via an online survey in Japan and conducted moderated mediation analyses; the results showed that the launch of sustainable plastic clothing affects brand attitude positively, influencing purchase intention both directly and indirectly. Furthermore, brand luxury and The impact of this sustainable product introduction is purportedly weakened by brand experience, whilst the impact of sustainable product experience is minor. To successfully launch this form of sustainable fashion, luxury businesses should restructure their present marketing to promote sustainable goods more efficiently and change their branding tactics to reflect sustainability. Otherwise, their brand's opulence might be a disadvantage, as plastic recycling becomes a societal need.
Author(S) Details
Ken Kumagai
Department of Law & Economics, Mie University, Japan.
Shin’ya Nagasawa
Graduate School of Business and Finance, Waseda University, Japan.
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