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Sustainable fashion in the digital age: investigating consumer responsiveness to value-driven in-app pre- and post-purchase marketing strategies

Iuliia Iliashenko et al.

International Journal of Electronic Marketing and Retailing2026https://doi.org/10.1504/ijemr.2026.152025article
ABDC C
Weight
0.50

What the paper says

This study examines the influence of sustainability communication on consumer engagement throughout the fashion consumption cycle with attention to both pre-and post-purchase phases.Drawing on stakeholder theory, service-dominant logic, and regulatory engagement theory, a survey-based methodology employing descriptive statistics and inferential analyses (based on non-parametric statistical test) is used to assess consumer environment consciousness and responsiveness to sustainability-oriented marketing, including differences across gender.Methodologically, the study contributes by capturing post-consumption engagement intensity as a mediator linking digital sustainability communication and behavioural responsiveness.Findings reveal a persistent intention-action gap, while highlighting the behavioural potential of digital interfaces in promoting responsible, participatory consumption.The study informs sustainability-oriented marketing strategies that enhance brand credibility and bridge the intention-action gap.It emphasises lifecycle-based communication, particularly post-purchase, to embed sustainability into brand narratives, promoting repair, reuse, and responsible disposal, providing practical guidance for fashion SMEs to foster participatory, circular consumption via digital engagement.

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https://doi.org/https://doi.org/10.1504/ijemr.2026.152025

Or copy a formatted citation

@article{iuliia2026,
  title        = {{Sustainable fashion in the digital age: investigating consumer responsiveness to value-driven in-app pre- and post-purchase marketing strategies}},
  author       = {Iuliia Iliashenko et al.},
  journal      = {International Journal of Electronic Marketing and Retailing},
  year         = {2026},
  doi          = {https://doi.org/https://doi.org/10.1504/ijemr.2026.152025},
}

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Sustainable fashion in the digital age: investigating consumer responsiveness to value-driven in-app pre- and post-purchase marketing strategies

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Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.