THE EFFECT OF LANGUAGE FRAMING ON PURCHASE INTENTIONS TOWARDS ECO-FRIENDLY FASHION BRANDS AMONG UNIVERSITY STUDENTS IN PAKISTAN

Abstract

This study examines the effect of language framing on purchase intentions toward eco-friendly fashion brands among university students in Lahore, Pakistan. A quantitative survey of 200 students assessed language framing, brand perception, exposure to eco-friendly messaging, and purchase intentions, and the data were analyzed using correlation and multiple regression in SPSS. The results showed that language framing, brand perception, and exposure to eco-friendly messaging were positively associated with purchase intentions (all p < 0.001). Collectively, the predictors explained 73.3% of the variance in purchase intentions (R² = 0.733; F = 178.928, p < 0.001). Exposure to eco-friendly messaging was the strongest predictor (β = 0.473), followed by brand perception (β = 0.295) and language framing (β = 0.208). In contrast, negative language framing did not significantly influence purchase intentions. The study contributes context-specific evidence from Pakistan showing that clear positive sustainability communication, repeated exposure to eco-friendly messages, and favorable brand perceptions are central to strengthening young consumers' intentions to purchase sustainable fashion products. These findings offer practical guidance for fashion marketers seeking to develop credible and effective sustainability communication strategies.