In digital markets, mobile applications emerged as prominent consumer engagement and retention platforms. The present study explores the influence of app atmospherics on mobile app stickiness within the sustainable fashion industry. We investigate how perceived usefulness and app design aesthetics affect the stickiness of mobile app users. Our research introduces an authenticity priming effect, encapsulated by a pre-exposure message highlighting the importance of authenticity in a sustainable fashion as the key moderating variable. To test our hypotheses, we collected data from consumers of apps designed to identify sustainable fashion brands. Overall, this study contributes to understanding how atmospheric elements and psychological priming can be leveraged to increase user retention in app-driven markets, particularly within the context of sustainability-focused consumer apps.
