Trust, authenticity and the attitude–behaviour gap: sustainable marketing in the fashion and cosmetics industries

Purpose This study aims to investigate how perceived sustainability influences purchase intention in the fashion and cosmetics industries, focusing on the mediating role of trust, the impact of perceived greenwashing and the moderating role of price. This research contributes to sustainable marketing theory by examining how authenticity and transparency shape consumer behaviour in environmentally intensive sectors. Design/methodology/approach A qualitative research design was employed using semi-structured interviews with consumers of fashion and cosmetic products. Thematic analysis was conducted to explore perceptions of sustainability, trust formation, greenwashing awareness and price sensitivity. Findings Sustainability perceptions positively influence trust, which in turn drives purchase intention. Perceived greenwashing was associated with lower levels of trust in participants’ accounts. Price emerged as an important constraint on the translation of trust into sustainable purchase intention. Demographic variables influence perceptions of sustainability but do not consistently predict sustainable purchasing behaviour. Research limitations/implications Findings are based on qualitative data and are context-specific. Future research should test the proposed model quantitatively and explore cross-cultural variations. Practical implications Managers must prioritise transparency and consistency in sustainability communication. Symbolic environmental claims without substantive action risk eroding trust. Originality/value This study advances sustainable marketing research by providing qualitative insight into the role of trust in linking perceived sustainability with purchase intention, while highlighting the constraining role of price in sustainable consumption.