From Sustainability Claims to Continued Patronage: Evidence from UNIQLO Consumers in Japan

Abstract

Manuscript type: Original research
Research aims: The fast-fashion industry faces increasing environmental
scrutiny, particularly in Japan, where market contraction persists
despite continued low-cost production. This study examines consumer
repurchase intentions towards UNIQLO, a retailer transitioning towards
sustainability, using an extended Theory of Planned Behaviour (TPB).
Design/methodology/approach: Data were collected from 334 UNIQLO
customers in Tokyo and Osaka and analysed using Partial Least Squares
Structural Equation Modelling (PLS-SEM). The model tests environmental
concern, perceived quality, brand communication, sustainable brand
image and country-of-origin (Japan, USA and China) as predictors of
repurchase intention, with attitude and brand trust as mediators.
Research findings: Environmental concern and perceived quality
positively influence attitude, which subsequently increases repurchase
intention. Brand trust also exerts a positive effect. However, brand
communication and sustainable brand image do not significantly
influence trust. Country-of-origin effects indicate that Japan and the USA
positively influence trust, while China is non-significant. Mediation results
support the roles of attitude and trust.
Theoretical contribution/originality: This study extends TPB to postadoption
behaviour in sustainable fast fashion, highlighting the central
role of attitude and the importance of perceived quality and country-oforigin
in shaping trust within the Japanese context.
Practitioner/policy implications: Findings suggest integrating sustainability
with product quality, strengthening transparent communication and
managing country-of-origin perceptions strategically.
Research limitations: The study is limited to urban Japan, cross-sectional
data and a single-brand focus.