Building Trust through ESG

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.