Green Brand Equity In The Fashion Industry: The Role Of Green Brand Transparency

Abstract

Purpose – Drawing from sustainability development theory and signalling theory, this study investigates how customer perceptions of brand sustainability impact green brand equity in the fashion sector and explores the influence of green brand equity on consumers' evangelistic behaviour, with a specific focus on evaluating the moderating role of brand transparency in communication. Design/methodology/approach – A sample of 403 customers was obtained to examine the research model. Findings – Perceived price fairness positively affects green brand equity while perceived CSR to society and perceived eco-friendliness have insignificant impact on green brand equity. Green brand equity has positive influence on all three brand-related behaviours, which indicates green brand evangelism. The moderating effect of green brand transparency contributes to the relationship between perceived CSR to society and green brand equity. In contrast, its moderating role is important to the effect of perceived price fairness and perceived eco-friendliness on green brand equity. Originality/value – This study reveals the pivotal role of perceived price fairness in shaping green brand equity, especially in green fashion in Vietnam. It also underscores the importance of transparent brand communication in fostering green brand equity, providing practical guidance for brand managers aiming to strengthen green brand evangelism.