Antecedents of Purchase Intention Towards Fashion With Traceability: Unpacking The Role of Social Comparison

Abstract

The global fashion industry has undergone significant transformations, particularly in the aftermath of the COVID-19 pandemic, which has heightened consumer demand for transparency and traceability in fashion products to meet sustainable development goals. This study investigates the determinants influencing consumers’ purchase intentions toward traceable fashion products. Grounded in Self-Determination Theory (SDT) and Social Comparison Theory (SCT), the research framework explores relationships among variables including social comparison orientations (“upward contrast, downward contrast, upward identification and downward identification”), using counterfeit and luxury items, brand trust, brand transparency, product price, and purchase intention towards traceable fashion items. Data from 446 participants in Vietnam were analyzed using PLS-SEM. The findings reveal that significant relationships between social comparison tendencies and counterfeit as well as luxury consumption, which mediate purchase intentions for traceable products. Additionally, brand trust and transparency play pivotal roles in shaping these intentions, with transparency moderating the effect of trust on purchasing behavior. This study contributes theoretical insights into the application of SCT in the fashion domain and offers practical strategies to enhance sustainability and consumer engagement