ABSTRACT A sustainable certification is a crucial environmental cue used by consumers when they have little information on a focal product. Based on categorization inference theory, this study investigates how certification reputation can influence consumer behavior toward sustainable products. The data were gathered from consumers who experienced organic cosmetics and analyzed through structural equation modeling. As a result, certification reputation was found to have a positive influence on the congruence between product and certification, certification trust, and attitude toward product. Congruence between product and certification has a positive influence on certification trust, which predicts attitude toward product and purchase intention. Finally, the effect of certification trust on attitude toward product is mediated sequentially by the congruence between product, certification, and certification trust. This research extends the concept of sustainable certification into the fashion industry, which will enable companies with a sustainable certification to leverage their products.

中文翻译：

---

可持续认证声誉对时尚行业消费者行为的影响：关注一致性机制

摘要可持续认证是当消费者对重点产品知之甚少时使用的关键环境提示。基于分类推理理论，本研究调查了认证声誉如何影响消费者对可持续产品的行为。数据来自经历过有机化妆品的消费者，并通过结构方程建模进行了分析。结果，发现认证声誉对产品与认证，认证信任以及对产品态度的一致性具有积极影响。产品与认证之间的一致性会对认证信任产生积极影响，这可以预测对产品和购买意愿的态度。最后，认证信任对产品态度的影响由产品，认证和认证信任之间的一致性来依次调节。这项研究将可持续认证的概念扩展到了时尚行业，这将使获得可持续认证的公司能够利用其产品。