From appraisal to action: decoding consumer engagement in sustainable fashion

Abstract

Purpose This study applies cognitive appraisal theory to examine how marketing communication cues activate appraisal processes that shape sustainable fashion perceptions, advocacy and consumption behavior. Design/methodology/approach Data were collected from 606 Taiwanese consumers and analyzed using partial least squares. Findings The findings show that storytelling functions as a cognitive cue, while sustainable product cues serve as tangible signals shaping perceptions of brand sustainability motives. These motive perceptions strengthen consumer–brand connections, which in turn drive advocacy and purchase intention. Connectedness to nature and surprise further moderate and amplify these effects. Practical implications Fashion marketers can improve consumer responses with sustainability efforts by integrating compelling storytelling with credible product cues. Brands that foster authentic connections through perceived positive motives are more likely to elicit favorable consumer outcomes, particularly among consumers with high environmental connectedness or those responsive to emotionally engaging promotional strategies. Originality/value The findings reveal that storytelling functions as a cognitive cue, while product cues serve as tangible indicators of how consumers perceive brand motives in sustainability initiatives. When consumers form positive perceptions of brand motives, this significantly enhances consumer-brand connections, which subsequently leads to stronger advocacy and purchase intentions. Moreover, we found that connectedness to nature and the emotion of surprise play significant moderating roles in evoking consumer responses.