How a green brand image can affects people’s purchasing behaviour in luxury fashion industry ? : exploring the psychological and behavioral impacts of brand perception on consumer decision-making
Goutaudier, Rafael (2025)
Goutaudier, Rafael
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025052113968
https://urn.fi/URN:NBN:fi:amk-2025052113968
Tiivistelmä
Sustainability has become a major influence on customer behavior in the luxury fashion industry. The goal of this study is to examine how a green brand image affects purchasing behavior, focusing particularly on brand-related factors such as awareness, associations, loyalty, perceived quality, and credibility. The research aimed to determine whether these brand features impact brand equity and purchase intentions, and to what extent brand equity plays a mediating role. I chose a quantitative method, using an online survey completed by 103 participants. Following a deductive approach, data were collected with a single questionnaire method and analyzed through the SPSS software. The findings showed that none of the brand credibility factors directly influenced purchase intention (p > 0.1). However, perceived quality had a notable positive effect on brand equity, even though the overall regression models were not statistically significant. Moreover, the mediating effect of brand equity on consumers' purchase decisions appeared rather limited. Based on these findings, it seems that in the sustainable luxury fashion sector, buyers might care more about perceived product quality rather than just relying on how strong or recognizable a brand’s image is. The study highlights the importance for luxury brands to take care on delivering high-quality sustainable products, rather than relying purely on building brand recognition.
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