Sustainable fashion is becoming increasingly integrated in today's society. However, the use of the term “eco” in fashion branding may evoke negative consumer perceptions, especially in terms of the perceived fashionability of clothing items. Hence, this study investigates consumer responses to environmental versus social sustainability cues used by an online fashion shop. In particular, the moderating influence of basic versus modern fashion style is examined, considering the idea that fashion style is central to consumers' brand evaluations. Using a 2 (environmental vs. social sustainability cue) × 2 (timeless basic vs. modern fashion style) between‐subjects factorial design, this study explored the effectiveness of sustainability cues on fashion brand value perceptions (emotional, social, and functional value) and brand attitudes. Among the 358 respondents, the results indicate more positive brand attitudes when fashion items are presented with an environmental (vs. social) sustainability cue. In particular, this effect is stronger for the timeless basic (vs. modern trend‐based) fashion style. Yet, a cue referring to environmental sustainability increases social brand values for the modern fashion style. This study offers valuable contributions to the sustainable fashion literature and recommendations for online fashion retailers.

中文翻译：

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“生态风格”认知：不同可持续发展线索和时尚风格在消费者时尚品牌态度中的相互作用

可持续时尚正日益融入当今社会。然而，在时尚品牌中使用“生态”一词可能会引起消费者的负面看法，特别是在服装的时尚感方面。因此，本研究调查了消费者对在线时装店使用的环境与社会可持续性线索的反应。特别是，考虑到时尚风格是消费者品牌评价的核心这一观点，我们研究了基本时尚风格与现代时尚风格的调节影响。本研究采用 2（环境与社会可持续发展线索）× 2（永恒基本与现代时尚风格）受试者间因子设计，探讨了可持续发展线索对时尚品牌价值认知（情感、社会和功能价值）的有效性和品牌态度。在 358 名受访者中，结果表明，当时尚产品带有环境（相对于社会）可持续性提示时，品牌态度会更积极。特别是，这种效果对于永恒的基本（相对于现代趋势）时尚风格来说更为强烈。然而，环境可持续性的暗示增加了现代时尚风格的社会品牌价值。这项研究为可持续时尚文献做出了宝贵贡献，并为在线时尚零售商提供了建议。