Merchandising/Marketing/Retailing: Branding

Communicating Sustainability in Fashion: The Power of Concrete Language and Message Framing for Environmentally Concerned and Unconcerned Consumers

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Abstract

This study examines how message abstractness (concrete vs. abstract) and message framing (positive vs. negative) influence consumer attitudes, purchase intention, and willingness to pay (WTP) for sustainable fashion among environmentally concerned and unconcerned consumers. Drawing on Construal Level Theory and Psychological Reactance Theory, a 2 × 2 between-subjects experiment was conducted using Instagram advertisements for eco-friendly jeans (N = 253). Results from MANOVA and regression analyses indicate that concrete and positively framed messages generate significantly higher attitudes, purchase intentions, and WTP than abstract or negatively framed messages. Notably, concrete and positively framed messages were effective across both high and low environmental concern groups. Additionally, attitude and purchase intention were significant predictors of WTP. These findings highlight the importance of reducing psychological distance through specific, positively framed sustainability messages and offer actionable insights for fashion marketers seeking to enhance the effectiveness of sustainable apparel communication strategies.

Keywords: Sustainability, Construal level, Message framing, Environmental concern, Willingness to pay

How to Cite:

Haque, F. & Karpova, E., (2025) “Communicating Sustainability in Fashion: The Power of Concrete Language and Message Framing for Environmentally Concerned and Unconcerned Consumers”, International Textile and Apparel Association Annual Conference Proceedings 82(1). doi: https://doi.org/10.31274/itaa.22054