<![CDATA[As fast fashion becomes increasingly scrutinized for its impact on the environment and human dignity in Indonesia, consumers continue to make purchasing decisions based more on emotions and social factors than sustainability or ethics. Therefore, it is essential to understand how attitudes toward brands, affinity with social causes, the strength of a message, and perception of corporate social advocacy (CSA) affect the intention to purchase products. This study examines the effects of affective response and altruistic attribution as well as the complete or partial mediation of these factors on brand attitude, affinity with social causes, the strength of a message, and perception of CSA. A quantitative survey of 1600 respondents who were selected from a purposive sample of 30 cities in Indonesia was conducted and analysed using PLS-SEM to test a proposed mediation model. The results of this study indicate that brand attitude and message strength only influence purchase intentions through complete mediation by affective response and altruistic attribution. However, social cause affinity and CSA perception have both direct and mediated relationships with the intention to purchase. Theoretical contributions and practical implications are presented to help marketers develop appropriate strategies and policies that promote ethical consumption and brand loyalty within the fast fashion industry in Indonesia through emotional engagement with consumers through visible social responsibility.]]>
