The Impact of Fashion Involvement and Pro-Environmental Attitude on Sustainable Clothing Consumption: The Moderating Role of Islamic Religiosity

Ali Razzaq,Hayat Muhammad Awan,Zohaib Razzaq,Nabeel Younus Ansari

doi:10.1177/2158244018774611

Abstract

There is a general belief that fashion involvement leads toward unsustainability. To resolve this issue, the present study aims to explore that whether sustainable fashion consumption is characteri...

Highlights

From the past decade, sustainability issue has gained very much importance because the available resources of the world are continuously depleting to a dangerous magnitude all over the world
On the basis of this, the current study proposed that individuals who have high fashion involvement will be more into buying sustainable fashion clothing: Hypothesis 1: Fashion involvement is positively related to sustainable fashion consumption
Hypothesis 1 was accepted which resulted in the rejection of null hypothesis as there exists a significant and positive relationship between a consumer’s fashion involvement and its propensity to indulge in sustainable fashion consumption (β▯= .425, p < .001)

Summary

Introduction

Sustainability issue has gained very much importance because the available resources of the world are continuously depleting to a dangerous magnitude all over the world. Of the reasons for this is that we require material things to depict our status, thinking, and role in the society (Niinimäki, 2010) These figures are clearly indicating that a massive production of clothes is taking place, and we as consumers can make a decisive change if our clothing consumptions are shaped in a more sustainable manner. South Asian countries like Pakistan, Bangladesh, and India are becoming a hub for apparel manufacturing, and approximately 60% of the total garments being consumed by the individuals around the world are prepared in these three countries (Gugnami & Mishra, 2012) It means that if these three countries can transform their cloth manufacturing procedures into a more sustainable way, it can result in bringing a positive impact on the ecology of the planet. It becomes very much important to investigate and fill this gap that fashionconscious and pro-environmental attitude consumers are very much willing to buy sustainable fashion and how an individual’s religiosity can moderate this relationship

Literature Review

Fashion

Method

Discussion

Findings

Conclusion