When Traceability Speaks but Sustainability Stays Quiet: Authenticity, Trust, and Perceived Greenhushing in Green Fashion

Integrating signaling and attribution theories, this study examines how environmental and social digital traceability quality relates to corporate social responsibility authenticity, green trust, and green clothing purchase intention, with perceived greenhushing as a boundary condition.

Survey data from 245 Vietnamese consumers were analyzed using partial least squares structural equation modeling and fuzzy-set qualitative comparative analysis. Environmental and social traceability were positively associated with authenticity, authenticity supported green trust, and green trust supported purchase intention. Perceived greenhushing weakened the trust relationship.