A Structural Equation Modeling of Loyalty Toward Sustainability Fashion Product Businesses on Social Media Platforms

The objectives of this study are to examine the direct relationships among perceived ethics, perceived sustainability, customer trust, customer engagement, and customer loyalty; and to investigate the mediating roles of customer trust and customer engagement in explaining the relationship between ethical and sustainability perceptions and customer loyalty. Using the Stimulus–Organism–Response (SOR) framework and the Theory of Planned Behavior (TPB) as theoretical foundations, this research examines how ethical and sustainability perceptions within social commerce environments influence customers’ psychological states and behavioral responses. A quantitative approach was used, involving data collection from 360 Thai consumers who had previously bought sustainable fashion items through social media. The proposed model was then evaluated using partial least squares structural equation modeling (PLS-SEM). The results suggest that consumers’ evaluations of seller ethics significantly enhance their perceptions of product sustainability, customer trust, and engagement. Furthermore, perceived sustainability of fashion products affects both trust and engagement. Customer trust subsequently promotes both engagement and loyalty; however, customer engagement exhibits the most substantial direct effect on customer loyalty. Mediation analysis confirms the essential functions of trust and engagement in mediating the impacts of ethical and sustainability perceptions on loyalty. These findings highlight the importance of ethical transparency and proactive customer engagement in fostering trust and long-term customer loyalty within social media-based sustainable fashion commerce. Therefore. This study provides both theoretical and practical insights for sustainable fashion enterprises functioning within digital contexts.