Article: Sustainable fashion in the digital age: investigating consumer responsiveness to value-driven in-app pre- and post-purchase marketing strategies Journal: International Journal of Electronic Marketing and Retailing (IJEMR) 2026 Vol.17 No.5 pp.1 - 37 Abstract: This study examines the influence of sustainability communication on consumer engagement throughout the fashion consumption cycle with attention to both pre- and post-purchase phases. Drawing on stakeholder theory, service-dominant logic, and regulatory engagement theory, a survey-based methodology employing descriptive statistics and inferential analyses (based on non-parametric statistical test) is used to assess consumer environment consciousness and responsiveness to sustainability-oriented marketing, including differences across gender. Methodologically, the study contributes by capturing post-consumption engagement intensity as a mediator linking digital sustainability communication and behavioural responsiveness. Findings reveal a persistent intention-action gap, while highlighting the behavioural potential of digital interfaces in promoting responsible, participatory consumption. The study informs sustainability-oriented marketing strategies that enhance brand credibility and bridge the intention-action gap. It emphasises lifecycle-based communication, particularly post-purchase, to embed sustainability into brand narratives, promoting repair, reuse, and responsible disposal, providing practical guidance for fashion SMEs to foster participatory, circular consumption via digital engagement. Inderscience Publishers - linking academia, business and industry through research

Title: Sustainable fashion in the digital age: investigating consumer responsiveness to value-driven in-app pre- and post-purchase marketing strategies

Authors: Iuliia Iliashenko; Patrizia Gazzola; Roberta Pezzetti; Daniele Grechi

Addresses: Department of Economics, Unversity of Insubria, Italy ' Department of Economics, Unversity of Insubria, Italy ' Department of Economics, Unversity of Insubria, Italy ' Department of Law, Economics and Cultures, Unversity of Insubria, Italy

Abstract: This study examines the influence of sustainability communication on consumer engagement throughout the fashion consumption cycle with attention to both pre- and post-purchase phases. Drawing on stakeholder theory, service-dominant logic, and regulatory engagement theory, a survey-based methodology employing descriptive statistics and inferential analyses (based on non-parametric statistical test) is used to assess consumer environment consciousness and responsiveness to sustainability-oriented marketing, including differences across gender. Methodologically, the study contributes by capturing post-consumption engagement intensity as a mediator linking digital sustainability communication and behavioural responsiveness. Findings reveal a persistent intention-action gap, while highlighting the behavioural potential of digital interfaces in promoting responsible, participatory consumption. The study informs sustainability-oriented marketing strategies that enhance brand credibility and bridge the intention-action gap. It emphasises lifecycle-based communication, particularly post-purchase, to embed sustainability into brand narratives, promoting repair, reuse, and responsible disposal, providing practical guidance for fashion SMEs to foster participatory, circular consumption via digital engagement.

Keywords: sustainable consumption; digital marketing strategies; sustainable customer behaviour; post-purchase engagement; sustainability communication; e-tailing; digital transformations; fashion companies.

DOI: 10.1504/IJEMR.2026.152025

International Journal of Electronic Marketing and Retailing, 2026 Vol.17 No.5, pp.1 - 37

Received: 31 Jul 2025
Accepted: 13 Nov 2025
Published online: 03 Mar 2026 *

Title: Sustainable fashion in the digital age: investigating consumer responsiveness to value-driven in-app pre- and post-purchase marketing strategies

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