"Don’t Read this Thesis! How Disrupt-then-Reframe Shapes Consumer Behavior”

This study examines the impact of the Disrupt-then-Reframe (D-T-R) communication strategy on consumer perceptions of product value and purchase intentions within the sustainable fashion industry. On the one hand, the fast fashion industry, despite its environmental impacts, remains the most popular option among consumers due to its affordability and trendiness. On the other hand, sustainable fashion is an emerging phenomenon, born to address the environmental concerns of the industry. However, sustainable fashion often faces challenges due to the higher costs associated with environmentally ethical production and supply sourcing. The study used a quantitative experimental design with 152 participants, who were exposed to one of three advertising conditions: D-T-R, Disrupt-Only, or Reframe-Only. The research problem focuses on the effectiveness of the D-T-R strategy in promoting sustainable fashion. The study aimed to determine whether the D-T-R strategy, compared to its components, influences product value perception and purchase intentions, especially among consumers with high awareness of sustainable fashion. Therefore, the main research question is: "To what extent does the D-T-R communication strategy influence product value perception and purchase intentions among consumers with high consumer awareness of sustainable fashion?" Data was collected through an online experiment measuring product value perception, purchase intentions, and consumer awareness using peer-reviewed scales. The method involved exposing participants to different communication techniques to measure their responses. Results indicated that the D-T-R technique significantly enhanced perceived product value, particularly among consumers with a high awareness of sustainable fashion, but also reduced purchase intentions compared to the Disrupt-Only and Reframe-Only techniques. These findings suggest that the D-T-R strategy can enhance perceived product value by leveraging consumer awareness of sustainability, but it simultaneously lowers immediate purchase intentions due to consumers' increased environmental consciousness. This in turn results in a higher amount of hesitation to make impulsive purchases. The study highlights the need for sustainable fashion brands to balance their communication strategies and carefully guide consumers toward more ethical consumerism. This research provides interesting insights for marketers in promoting sustainable consumption and meeting consumer values to encourage more sustainable purchasing decisions. In conclusion, this research examined the potential of the D-T-R strategy in influencing consumer behavior toward sustainable fashion.