The effect of luxury brands' sustainable fashion marketing types on authenticity, brand attitude, and purchase intention

Consumers consider authenticity a critical factor in fashion brand evaluation, sustainable marketing has become essential in marketing activities. And also sustainable fashion brands is increasing, but literature in this field has focused on general and fast fashion brands, and research on luxury brands is lacking. This study aims to examine the effect of luxury brands' sustainable fashion marketing activities on authenticity, purchase intention, and brand attitude. It analyzes the effects of article format and marketing activity type and identifies the difference in the interaction between luxury brands' sustainable marketing types and the authenticity, purchase intention, and brand attitude of fashion companies. Sustainable fashion and raw materials were selected as the final stimuli, and 217 copies of the questionnaire were used for analysis through a specialized research company. It found that authenticity, brand attitude, and consumer purchase intention varied greatly depending on luxury brands' sustainable fashion marketing types. Authenticity positively affected brand attitude and purchase intention, a positive brand attitude positively impacted purchase intention. This study is significant as it provides basic data on the effects of marketing strategies using authenticity from an academic and practical view, expanding the limited scope of research focused on luxury brands in sustainable fashion.