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@article{198509,
        author = {AYUSHI KULBHUSHAN and Pooja Pandit and Khushi Singh and Sweksha Shrivastava},
        title = {The Effect of Sustainability Claims on Brand Trust and Loyalty: A Study of the Indian Fashion Sector},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {11},
        pages = {10208-10229},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=198509},
        abstract = {The past decade has witnessed a marked surge in corporate environmental communication, with organisations across industries presenting sustainability as a cornerstone of brand identity. A fundamental question nonetheless persists: to what extent do consumers find such claims credible, and what reputational consequences arise when environmental messaging is perceived as deceptive?
This study examines the relationship between sustainability communication by fashion brands and its downstream effects on consumer trust and loyalty, with particular focus on the Indian market context. Two central propositions guide the inquiry: first, that consumers who regard a brand's sustainability claims as credible are more inclined to develop trust and loyalty toward that brand; and second, that consumers who perceive greenwashing, understood as the projection of a misleadingly positive environmental image, are likely to withdraw both trust and patronage.
The theoretical framework draws on Signaling Theory and Attribution Theory to illuminate the cognitive processes through which consumers evaluate and respond to environmental claims. Employing a comparative survey design across two Indian fashion brands with divergent sustainability orientations, the study seeks to generate actionable insights for brand practitioners while addressing a notable gap in literature concerning greenwashing perceptions among Indian consumers.},
        keywords = {Sustainability claims, greenwashing, brand trust, brand loyalty, Indian fashion, perceived credibility, consumer behaviour},
        month = {April},
        }