Impact of self-expressiveness and environmental commitment on sustainable consumption behavior: the moderating role of fashion consciousness

Abstract

ABSTRACT The study aims to understand the sustainable consumption behavior based on psychological ownership and social influence theory. The study used SPSS using AMOS and PROCESS SPSS Macro to determine the overall fit of the measurement model and examining the hypotheses. The study tested the relationship among self-expressiveness (SE), environmental commitment (EC), psychological ownership (PO), social influence (SI), fashion consciousness (FC), and sustainable consumption behavior (SCB) in the context of apparel. The results show that an increase in self-expressiveness and environmental commitment enhances SCB. The results of the study confirmed the mediating role of the psychological ownership and social influence on SCB. Further, the role of fashion consciousness as a moderator was established between self-expressiveness and SCB via psychological ownership. However, fashion consciousness was not found to moderate the relationship between environmental commitment on SCB via social influence. Valuable contributions were made to the marketing literature by identifying the impact of self-expressiveness and environmental commitment on the SCB.