Beyond the label

: the impact of product traceability information on consumer valuations of fast fashion brands

Abstract

Throughout the years, the low-cost, fast-paced model of fast fashion has significantly contributed to the current environmental degradation due to extensive supply chains, energy-intensive production processes, and disclosure of selective information. As consumer concerns about environmental and social sustainability grow, the ability to trace a product back to its origin becomes crucial for ensuring transparency and sustainable practices. This dissertation explores how different levels of product traceability information (low, moderate, high) influence consumers’ brand valuations, namely on purchasing intention, willingness to pay (WTP), brand trust, and brand authenticity. Additionally, it examines the moderated-moderation role of brand transparency perceptions and consumers’ sustainable awareness and knowledge of the relationship between the level of product traceability information and consumers’ brand valuations. The findings suggest that higher levels of product traceability positively impact consumers’ brand valuations. However, this effect is especially impacted by both brand transparency perceptions and consumers’ sustainable awareness and knowledge levels. Moderated-moderation results reveal that as consumers’ sustainability awareness and knowledge increase, higher product traceability information enhances brand authenticity and purchasing intentions for brands perceived as transparent. However, under these conditions, higher product traceability information leads to lower willingness to pay results. This research contributes to the literature on supply chain transparency and product traceability information with theoretical and managerial insights that could influence the future path of fast fashion brands.

Date of Award	24 Jun 2024
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Vera Herédia Colaço (Supervisor)