The impact of message credibility on sustainable consumer behavior: The mediating role of elevation in secondhand fashion consumption

Abstract

This study examines the influence of Message Credibility on sustainable consumer behavior, particularly in the context of secondhand fashion consumption. It explores the mediating role of anticipated emotions (elevation and guilt), and the moderating effect of consumer perceived ethicality (CPE). The study analyzed survey data from young consumers in Ho Chi Minh City, Viet Nam. The results reveal that message credibility significantly triggers purchase intention, with elevation playing a stronger mediating role than guilt. However, CPE did not significantly moderate the relationship between credibility and emotions. These findings imply that marketers should emphasize credibility, and emotional storytelling, particularly positive emotions like elevation to enhance consumer engagement. Additionally, it aids marketers and sustainability advocates in shaping effective communication strategies for promoting circular fashion economies. While limited to secondhand industry in one location, the study contributes valuable insights into sustainable consumption behaviors. Future research should explore broader demographics and additional psychological factors for more comprehensive point of views