Can a Connection with the Past Influence Environmental Concern and Attitude toward Slow Fashion?

Abstract

We investigated how (i) consumers' connection with indigenous cultural values influences their environmental concern and attitude toward slow fashion; (ii) environmental concern influences attitude toward slow fashion and; (iii) if the environmental concern mediates the relationship between connection with indigenous cultural values and attitude toward slow fashion. We conducted an online survey with a national sample of millennials of the U.S. (n = 300). We filled some important gaps in the literature by providing empirical evidence that the (i) connection with indigenous cultural values positively influences environmental concern and the attitude toward slow fashion; (ii) environmental concern mediates the relationship between connection with indigenous cultural values and the attitude toward slow fashion. Therefore, while a high environmental concern can translate into a positive attitude toward slow fashion, connection with indigenous cultural values forms an important variable that can further foster the positive attitude toward slow fashion.