Abstract

Consumer loyalty has become crucial in the sustainable fashion market for continued growth and sustainable competitive advantage. Building upon the theory of loyalty and the Stimulus–Organism–Response (S-O-R) framework, this study investigates how green brand quality, green brand price, and green brand image influence green consumer loyalty. Additionally, this study evaluates the mediating role of green brand trust. Data were collected via an online survey of 340 sustainable fashion consumers. Structural equation modeling (SEM) was used to test direct and mediating hypotheses. The findings reveal that green brand quality and green brand image influenced green consumer loyalty. However, green product price had no effect. Additionally, green brand trust strongly influenced green consumer loyalty. It also played a mediating role between quality, image, and loyalty. Ultimately, this study positions brand image, quality, and trust as foundational mechanisms in sustainable consumer behavior, especially green consumer loyalty.

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