Should “green information” be interactive? The influence of green information presentation on consumers’ green participation behavior for driving sustainable consumption of fashion brands

Consumers use social platforms to communicate and share green information and emotions around hot topics of environmental improvement, and online green interactions drive consumers from environmental concern to green consumption, ultimately triggering green consumption behaviors. How fashion brands can effectively communicate green messages and lead consumers to participate in green marketing has become an important concern. Thus, the objective of our research is to explore the Influence of green information presentation on consumers' green participation behavior for driving sustainable consumption of fashion brands. The connotation and dimensions of green information presentation (GIP) for fashion brands were defined based on the Information-Community-Action (ICA) classification, literature reviews and case study analysis, and develops and validates a measurement scale of GIP in this research. The influence mechanism of green information presentation of fashion brands on consumers' green participation behaviors was analyzed and explained by structural equation model based on the SOR theoretical model and cognitive-emotional system theory (CAPS), and which empirically tested and verified with 477 valid responses. The results show that the relationship-building and behavior-guiding green messages presented by fashion brands can influence consumers' green participation behavior directly or indirectly through stimulating consumers' internal cognition and emotion. Information-providing green messages influence green engagement behavior through influencing consumers' perceptions. Moreover, green brand emotions have a greater impact on consumers' green involvement behavior than green brand perceptions, and consumers with high green involvement are more willing to learn about green information presented by fashion brands. The findings are useful addition for previous research results which have mostly studied participatory behavior from an overall perspective, and contribute to sustainable consumption behaviors of consumers and the promotion of sustainable development of fashion brands.