Sustainability of Sustainable Fashion Products and Impact of Brand Names and Cause-Related Marketing on Purchase Intention

The purpose of this study is to measure the equity of sustainability of sustainable fashion product types, to examine consumers’ purchase intentions, and to study the effect of brand names and cause-related marketing on the product types. The differences among benefit-sought segments on the above variables were also tested. The results show that the highest equity of sustainability did not generate the highest purchase intention. Cause-related marketing significantly influenced the purchase intention on some selected product types regardless of brand names. Benefit-sought groups showed significantly different equities of sustainability, purchase intention, and effects of brand names and cause-related marketing.