<b>Building Trust through ESG</b>

The research explores how Environmental, Social, and Governance (ESG) practices influence consumer behavior in the fashion industry. It examines the role of corporate image and word-of-mouth (WOM) in mediating the relationship between ESG practices and consumer trust, which in turn affects purchase decisions. Through a survey of Generation Z consumers, the study highlights how positive ESG practices improve brand image, increase trust, and encourage sustainable fashion consumption. The findings emphasize the importance of ethical behavior and sustainability in shaping consumer loyalty and competitive advantage for fashion companies.本研究探究了环境、社会与治理（Environmental, Social, and Governance, ESG）实践对时尚行业消费者行为的影响。研究同时检验了企业形象与口碑（word-of-mouth, WOM）在ESG实践与消费者信任的关系中所发挥的中介作用，而消费者信任又会进一步影响购买决策。本研究通过对Z世代消费者开展问卷调查，阐明了积极的ESG实践如何优化品牌形象、提升消费者信任度，并推动可持续时尚消费行为。研究结果强调，伦理行为与可持续发展对于塑造时尚企业的消费者忠诚度与竞争优势具有重要意义。