Communication strategies for eco-friendly apparel: experimental evidence from Generation Z consumers in China

Purpose: This paper employs the Elaboration Likelihood Model to examine the persuasive effects and underlying mechanisms of various green claims and eco-labels on eco-friendly apparel purchase intention. Design/methodology/approach: We conducted a behavioral experiment (N = 374) to explore how different types of green claims and eco-labels from various sources influence eco-friendly apparel purchase intention and the underlying mechanisms. Findings: The findings indicate that both the specificity of green claims and the source of eco-labels substantially influence eco-friendly apparel purchasing intention. Moreover, these influences are operated by the establishment of consumer green trust, and their impact is not moderated by the levels of consumer environmental involvement or environmental knowledge. Practical implications: This research provides practical communication strategies to foster eco-friendly apparel consumption among Chinese Generation Z consumers. Originality/value: First, it addresses the limitation of previous studies that examine green claims and eco-labels separately by integrating the ELM to reveal their combined effects. Second, it demonstrates the importance of green trust and how it can be enhanced through green claims and eco-labels. Third, it fills the research gap on Generation Z’s eco-friendly clothing consumption, providing insights into how green claims and eco-labels influence their purchasing decisions. Finally, this study using incentive-compatible mechanisms and real effort tasks from experimental economics, reducing the gap between purchase intentions and actual behavior. This methodological innovation enhances the study’s ecological validity and predictive power.