From Sustainability Claims to Continued Patronage: Evidence from UNIQLO Consumers in Japan

Manuscript type: Original researchResearch aims: The fast-fashion industry faces increasing environmentalscrutiny, particularly in Japan, where market contraction persistsdespite continued low-cost production. This study examines consumerrepurchase intentions towards UNIQLO, a retailer transitioning towardssustainability, using an extended Theory of Planned Behaviour (TPB).Design/methodology/approach: Data were collected from 334 UNIQLOcustomers in Tokyo and Osaka and analysed using Partial Least SquaresStructural Equation Modelling (PLS-SEM). The model tests environmentalconcern, perceived quality, brand communication, sustainable brandimage and country-of-origin (Japan, USA and China) as predictors ofrepurchase intention, with attitude and brand trust as mediators.Research findings: Environmental concern and perceived qualitypositively influence attitude, which subsequently increases repurchaseintention. Brand trust also exerts a positive effect. However, brandcommunication and sustainable brand image do not significantlyinfluence trust. Country-of-origin effects indicate that Japan and the USApositively influence trust, while China is non-significant. Mediation resultssupport the roles of attitude and trust.Theoretical contribution/originality: This study extends TPB to postadoptionbehaviour in sustainable fast fashion, highlighting the centralrole of attitude and the importance of perceived quality and country-oforiginin shaping trust within the Japanese context.Practitioner/policy implications: Findings suggest integrating sustainabilitywith product quality, strengthening transparent communication andmanaging country-of-origin perceptions strategically.Research limitations: The study is limited to urban Japan, cross-sectionaldata and a single-brand focus.