Customer-driven socio-environmental sustainability in fashion: The role of green word-of-mouth and perceived product value

BACKGROUND AND OBJECTIVES: The fashion industry contributes ten percent of global carbon emissions and consumes 93 billion cubic meters of water annually. Textile waste is projected to reach 148 million tonnes by 2030. Despite growing environmental awareness, a significant attitude-behavior gap persists in sustainable fashion consumption. The study objectives were to examine how green word-of-mouth and perceived product value shape green trust and green purchase intention. METHODS: A quantitative survey was employed with 358 Indonesian consumers who had purchased or considered sustainable fashion products within twelve months. Standardized scales measured all four constructs. Data were analysed using partial least squares structural equation modelling.FINDINGS: Respondents were predominantly middle-aged (25–54 years), highly educated, and in stable employment. All seven hypotheses were supported. Perceived product value had the strongest positive effect on green trust, exceeding the effect of green word-of-mouth. Green trust showed the strongest direct effect on green purchase intention. Both green word-of-mouth and perceived product value also directly increased green purchase intention, while green trust acted as a dual mediator linking green word-of-mouth and perceived product value to purchase intention. Emotional and aesthetic value, reflected in pride in wearing sustainable fashion, and transparency in sustainability practices emerged as the most influential components of perceived product value and green trust, respectively. The model explained 64.3 percent of the variance in green purchase intention and 57.0 percent of the variance in green trust.CONCLUSION: Green trust functions as a critical dual mediating mechanism, with perceived product value exerting substantially stronger influence than green word-of-mouth in trust formation. Sustainable fashion brands must prioritize tangible value creation including superior material quality, sophisticated design, and product durability while maintaining transparent sustainability communications. Policy interventions should include mandatory supply chain disclosure regulations and standardized eco-labeling requirements. Product development strategies emphasizing longevity support circular economy implementation through reduced resource extraction and landfill accumulation. These consumer-side mechanisms support environmental governance efforts to reduce carbon emissions, conserve water resources, and minimize textile waste in the fashion industry.