Sustainable fashion has gained increasing attention from both consumers and researchers, particularly in emerging and rapidly developing markets. In the United Arab Emirates (UAE), rising disposable income, rapid digital transformation, and growing awareness of sustainability issues are gradually influencing more responsible consumption patterns. This study examines the criteria of decision-making in the sustainable fashion sector by focusing on the key determinants of consumer attitudes and their subsequent influence on purchase intention. Specifically, the research incorporates self-expression, environmental concern, and consumer trust as critical antecedents shaping consumer attitudes toward sustainable fashion. Furthermore, the study investigates the moderating roles of consumer trust and e-commerce engagement in the relationship between consumer attitudes and purchase intention, providing a deeper understanding of how digital and relational factors influence decision-making processes. Data were collected from 339 Generation Z respondents in the UAE, aged between 18 and 27, who have prior experience with sustainable fashion and express future purchase intention. The data were analyzed using SPSS and AMOS-SEM techniques. The findings reveal that self-expression, environmental concern, and consumer trust have significant positive effects on consumer attitudes. In turn, consumer attitudes and subjective norms significantly influence purchase intention, confirming their central role in shaping sustainable consumption behavior. However, the moderating effects of consumer trust and e-commerce engagement were found to be statistically insignificant, suggesting that these factors do not necessarily strengthen the relationship between attitudes and behavioral intentions. This study contributes to the literature by advancing understanding of decision-making criteria in sustainable fashion within a Middle Eastern context and by highlighting the persistent attitude–behavior gap.

The aim of the research is to analyze the influence of viral marketing and customer reviews on purchasing decisions with consumer trust as a mediating variable. In marketing theory, purchasing decisions can be improved by mediating consumer trust, so that products can be sustainable. The study was conducted on Indonesian iced tea products, which are typical tea leaf products from Indonesia. The type of research used in this research is quantitative and analyzed using PLS. 105 respondents in the research were customers of Indonesian iced tea products in Palangka Raya City. The research results show that viral marketing, customer reviews mediated by consumer trust variables had a significant positive effect on purchasing decisions, viral marketing had a significant positive effect on purchasing decisions, viral marketing had a significant positive effect on consumer trust, customer reviews had a significant positive effect on purchasing decisions, customer reviews had a significant positive effect on consumer trust and consumer trust had a significant positive effect on purchasing decisions for Indonesian Iced Tea products in the city of Palangkaraya.

This study explores consumer behavior in purchasing mobile phones through e-commerce platforms. It focuses on how lenient online return policies, customer reviews, and transaction security contribute to building consumer trust, which subsequently affects their decisions to make purchases online. Data were obtained from an online survey completed by 385 consumers aged 18 until 35 who reside in Jakarta Province and actively engage with e-commerce platforms. Using Partial Least Squares Structural Equation Modelling (PLS-SEM), the study finds that lenient return policies, helpful customer reviews, and secure transactions all play an important role in boosting consumer trust. On the other hand, lenient return policies, positive customer reviews, and secure transactions also have a strong positive impact on consumers’ decisions to purchase through e-commerce platforms. Consumer Trust has been proven to have a strong and positive influence on E-Commerce Purchase Decisions. In addition, Consumer Trust effectively mediates and amplifies the impact of return policy leniency, customer reviews, and transaction security on e-commerce purchase decisions. These findings highlight the importance of providing flexibility in return policies, displaying positive customer reviews, and ensuring advanced transaction security in building consumer trust and encouraging purchasing behavior on e-commerce platforms.

The aim of this study is to analyze the effect of e-service quality, consumer trust and social media marketing on intention to use online transportation services. The method used in this research is quantitative methods, data collection is executed by distributing questionnaires to consumers of Online Transportation Services. The population of this study is the Jabodetabek Online Transportation Services consumers whose numbers have not been identified with certainty. The questionnaire was distributed electronically using a simple random sampling technique. The results of the questionnaire returned were 180 respondents. Based on the results of data analysis, it is concluded that E-Service Quality has a significant effect on Intention to Use Online Transportation Services. Consumer Trust has no effect on Intention to Use Online Transportation Services. Social Media Marketing has a significant effect on Intention to Use Online Transportation Services.

The Covid-19 pandemic has limited freedom of movement. E-commerce sites are growing rapidly and are becoming the main choice today when the virus becomes more prevalent. Trust is the key in creating online shopping satisfaction on e-commerce sites. This research was conducted to determine the effect of E-Service Quality and E-Security on Trust towards E-Satisfaction in the largest e-commerce site in Indonesia called Tokopedia. The research method used is quantitative. The population in this research is Tokopedia customers who are members of the Facebook group with a sample size of 400 people. The results of the study show that there was a relationship between the E-Service Quality and Trust, there was no relationship between the E-Service Quality and E-Satisfaction, there was a relationship between the E-Security variable and Trust, there was a relationship between the E-Security variable and E-Satisfaction. There was also a joint influence of E-Service Quality and E-Security variables on Trust, there was a relationship between the Trust variable and E-Satisfaction. This research is a development from the previous research where there was an effect of E-Service Quality and E-Security on E-Satisfaction. By adding the Trust variable as a moderate variable and E-Satisfaction as the dependent variable, the researchers found that the impact of Trust on E-Satisfaction was greater than the direct effect between E-Service Quality and E-Security on E-Satisfaction. Based on these results, it can be seen that the level of trust can increase E-Satisfaction.