Brand Authenticity in Sustainable Luxury: Consumer Trust and purchase Intentions.

Sustainable luxury brands face the challenge of aligning ethical practices with traditional notions of exclusivity. This study examines the impact of brand authenticity on purchaser trust and purchase intentions within the sustainable luxury sector. The research is grounded in signalling theory and the Theory of Planned Behaviour to explain consumer responses to authenticity cues. A structured survey of 150 respondents was conducted using purposive and quota sampling to ensure demographic diversity. Structural equation modelling was utilised to evaluate the validity, reliability, and strength of the proposed connections in the data. The findings show that consumer trust and purchasing intentions are directly increased by brand authenticity.

Additionally, the association between purchase intentions and authenticity is somewhat mediated by trust, suggesting that authenticity functions across a combination of indirect and direct pathways. Model fit indices confirm the robustness of the proposed framework, with all hypothesised relationships supported. The results add to the body of literature by including trust as a mediating component and expanding the authenticity of brand investigations into the sustainable luxurious space. For practitioners, the research highlights the crucial significance of clear communication, heritage storytelling, and consistent sustainability practices to foster trust and drive long-term loyalty. These observations provide practical advice for luxury firms looking to stay relevant in a market that is socially conscious.