The Effect of Corporate Social Responsibility on Online Purchase Intention of Sustainable Fashion Products: A Mediated and Moderated Model

Abstract

This study aims to clarify the mediating role of perceived CSR and the moderating effect of environmental consciousness regulating the relationship between SMI endorsers and purchase intention in the online sustainable fashion industry based on the extended planned behaviour and social learning theory. A total of 323 sample sizes were collected and data analysis was done employing the PLS-SEM. The results from the study are: (1) customers can enhance their purchase intention of sustainable fashion products by perceived CSR mediating role from the inspiration of SMI endorsers (2) the moderating effect of environmental consciousness on purchase intention while for SMI endorsers and for perceived CSR with purchase intention both do not support hypotheses (3) perceived CSR has a direct influence on intentional sustainable purchase. This research will help improve fashion retailers' understanding of consumers and how combining activities can enhance consumer purchase intent in the 4.0 technology age.