The impact of diversity, equity, and inclusion fashion advertising on trustworthiness and purchase intention and the moderating role of social dominance orientation

Abstract

This study examined the effectiveness of Diversity, Equity, and Inclusion-focused advertising in the fashion industry in terms of advertising trustworthiness and purchase intention and how this effect is moderated by social dominance orientation. Using a between-subjects experimental design delivered in an online survey, 233 participants were randomly assigned to either a Diversity, Equity, and Inclusion-focused or a non- Diversity, Equity, and Inclusion-focused advertisement. The results show that Diversity, Equity, and Inclusion-focused advertising significantly increased both trust and purchase intention. The moderation analysis further revealed that this effect depended on the participants' social dominance orientation level. While Diversity, Equity, and Inclusion messages positively influenced consumers with low or moderate social dominance orientation levels, the effect decreased at higher social dominance orientation levels and was no longer significant. The study contributes to the literature on advertising and consumer behavior in decision- making. It also offers practical guidance for fashion industry marketers who want to incorporate Diversity, Equity, and Inclusion values into their strategic brand communication. These findings highlight the relevance of psychological variables such as social dominance orientation in decision-making research. Future research should examine other psychological factors, like moral identity or value orientation, to gain a more nuanced understanding of the impact of Diversity, Equity, and Inclusion content on decision-making.

Date of Award	25 Jun 2025
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Cristina Soares Pacheco Mendonça (Supervisor)