The role of self-concept in shaping sustainable consumption: A model of slow fashion

Abstract

To address environmental and social concerns, the slow fashion model has arisen not as merely the antithesis of fast fashion but a holistic philosophy that seeks to change the modes of production and consumption. Grounded by self-concept theory, we proposed a comprehensive model of slow fashion that depicts the effects of moral self-identity and proximity of clothing to self on behavioral intentions toward slow fashion, with perceived self-enhancement benefits as mediators. The model was tested by latent variable modeling and indirect effect tests with survey data collected from 364 nationwide consumers in the U.S. The results showed that symbolized moral identity, but not internalized moral identity, had directly affected perceived self-enhancement benefits and behavioral intentions. Proximity of clothing to self positively affected behavioral intentions, but the effects were only indirect and mediated by perceived self-enhancement benefits. Our research contributes to a deeper understanding of self-concept in shaping decisions and behaviors related to slow fashion, which in turn provides practical implications into how to inspire a more sustainable way of production and consumption.