Fashion Consumption Research Articles

Engaging the next-generation female fashion consumers in DIY refashioning strategies by addressing the consumption values

PurposeThe purpose of the paper is to explore how refashioning can shift fashion consumer attitudes towards sustainable consumption of clothing by restoring consumption values. The study categorizes consumers into distinct groups based on consumer perception of refashioning. Finally, the study recommends three value dimensions of the circular business model to promote consumer engagement with refashioning.Design/methodology/approachThis study adopts an exploratory approach, applying qualitative design which involved 45 semi-structured interviews and 10 in-depth interviews with Gen Z female consumers who favour clothing lifetime extension.FindingsThe findings revealed that consumption values act as motivators and inhibitors, influencing consumers’ behaviours of using refashioning for clothing lifetime extension. Based on their distinguished levels of refashioning engagement and association with the satisfaction of consumption values, three potential consumer segments are discovered and defined as “DIY practitioners,” “DIY apprentices” and “DIY outsources”. To encourage consumer engagement with refashioning, the article suggests value proposition, value delivery and value capture dimensions of two circular business models and verifies how these cater to distinct segments to facilitate refashioning.Originality/valueThis paper provides new insights into clothing refashioning activities from the consumer perspective, bridging a gap in marketing literature. It investigates how refashioning restores consumption values and proposes three value dimensions of circular business models, enhancing clothing lifetime and engaging consumers. This unique approach incorporates consumption values and aligns with the UN’s 12th Sustainable Development Goal.

Práticas de contestação da publicidade de moda no Instagram

The present work discusses the tensions created between the fields of sustainability and advertising through the exploration of contemporary activism on the subject. We explore advertising contestation practices about sustainability on digital platforms, with an empirical focus on the practices of individuals about the brand Shein on Instagram. Through interviews with fivecontesting interlocutors, we seek to comprehend what they understand by sustainability, advertising and their motivations for carrying out their activism on Instagram. As a result, it was possible to identify that the interviewees relate to sustainabilitythrough conscious consumption, with consumption being the main focus of the tensions in the relationship between sustainability and the advertising of the brand in question. The interviewees were mobilized by an opportunity to highlight themes that they believe are relevant regarding sustainability, based on the brand's success, with the aim of dialoguing with fashion consumers.

Halal fashion insights: understanding brand dynamics in consumer perception

Purpose This study aims to investigate the intricate interrelationships between brand experience, self-congruence, brand trust, brand image and brand love within the halal fashion industry. The primary objective is to uncover the underlying dynamics that influence consumer perceptions and behaviours in this unique market context. Design/methodology/approach Using a quantitative method and purposing sampling, data were collected from 500 consumers of halal fashion brands using online questionnaires by Google Forms. Partial least square-structural equation modelling techniques were used to analyse the data and test the hypothesized relationships between the variables. Findings The findings reveal significant positive relationships between brand experience and self-congruence, brand experience and brand trust, self-congruence and brand trust and self-congruence and brand image. Furthermore, brand trust and brand image emerged as a significant predictor of brand love within the halal fashion context. Research limitations/implications The sample size and geographic scope were limited to consumers in Indonesia, which may impact the generalizability of the findings. Although fashion trends are often seen as more applicable to women, this research included both women and men to provide a comprehensive understanding of consumer behaviour. Future research should explore these constructs in diverse cultural contexts and consider gender-specific nuances to enhance generalizability and robustness. Practical implications This study offers actionable strategies for halal fashion branding. Marketers should create brand experiences aligned with Islamic values, ensure transparency in sourcing and halal certification and embrace cultural diversity in campaigns. Leveraging digital platforms and influencers can enhance engagement and foster brand loyalty. These insights provide a framework for building trust, inclusivity and long-term success in the halal fashion market. Originality/value This study offers a novel contribution by examining the relationships between brand experience, self-congruence, brand trust, brand image and brand love specifically within the halal fashion market. Unlike previous research, it focuses on how Islamic cultural and religious values influence these constructs, providing fresh insights into branding strategies in this niche sector. Theoretically, it enriches understanding of consumer behaviour in culturally specific markets, whereas practically, it offers actionable guidance for marketers to build trust and emotional connections with halal fashion consumers.

Retraction notice: Influence of values, brand consciousness and behavioral intentions in predicting luxury fashion consumption

Retraction notice: Influence of values, brand consciousness and behavioral intentions in predicting luxury fashion consumption

Nudging sustainable fashion choices: An experimental investigation on generation Z fashion consumers.

Despite the growing cognizance of Generation Z (Gen Z) fashion consumers about the externalities of fast fashion, an attitude-behaviour gap persists in their willingness to pay for sustainable fashion. This study uses dual-processing theory to examine how nudging communications in online fashion retail influence Gen Z's sustainable fashion choices and willingness to pay. It also explores how Gen Z's fashion-related knowledge and involvement and ecological consciousness moderate the effects of nudging. The study used a vignette-based experiment with dummy webpages from a leading Indian online fashion store to test nudging effects on sustainable fashion brands. The subjects were 252 Gen Z fashion consumers from India. The findings revealed a significant association between nudging conditions with participants' fashion choices with verbal nudges having a stronger influence than visual nudges. Moderation tests indicated that verbal nudging is more effective for those with high environmental orientation and high fashion familiarity.

텍스트마이닝 분석을 활용한 청소년의 지속가능한 패션소비 동향 분석

The purpose of this study is to identify trends in youth fashion consumption that exist throughout society by analyzing big data on youth's sustainable fashion consumption in order to propose learning contents for home economics education. The research method is big data analysis. Naver, Daum, Google, YouTube, and Twitter were analyzed to identify the top 50 major keywords in big data on youth's sustainable fashion consumption using text mining techniques. Then, four clusters were created and visualized through CONCOR analysis, Cluster Diagram, and NetDraw. Looking at the results, the main keywords for youth's sustainable fashion consumption are ‘brand’, ‘consumer’, ‘environment’, ‘eco-friendly’, ‘product’, ‘trend’, ‘education’, ‘society’, ‘company’, It was confirmed that ‘daily life’ was a keyword that appeared in the top 10 and that both frequency and importance were high. In addition, as keywords such as ‘online’, ‘platform’, ‘content’, and ‘digital’ appeared, it was found that youth’s sustainable fashion consumption must be related to digital such as online platforms. And the four clusters extracted through data clustering using semantic network and CONCOR analysis are ‘production and consumption that practices eco-friendly and ethical values,’ ‘future education that considers the sustainability of people and the earth,’ and ‘expansion of the digital market and They were the ‘Forecast’ and ‘Changes due to Corona’ groups. In this regard, it can be seen that this suggests that we need to consider the direction and method of educating youth on sustainable fashion consumption.

IMPACTS OF AUGMENTED REALITY MARKETING ON GEN-Z FASHION CONSUMERS’ BEHAVIORAL INTENTION

Innovative technologies are significant for the textile and fashion industry. In this context, this research study focuses on understanding the impact of augmented reality (AR) technologies on Gen-Z fashion consumers’ behavioral intention by using a specific AR app. As a methodology, the present study utilized a questionnaire based on the UTAUT2 model, which was modified to incorporate a 5-point Likert Scale to gather essential research data. The questionnaire comprised twenty-three questions distributed across seven constructs. Using a sample of 310 male and female Gen-Z consumers, the findings indicate that perceived value (PV) positively influences their behavioral intention to use AR technology for fashion shopping. Findings indicate that the research model explained 75% of behavioral intention. All research results confirm the unified theory of acceptance and the use of the technology 2 model (UTAUT2) with its six dimensions. The perceived value (PV) dimension, added to the UTAUT2, has improved the model. In terms of its originality, this recent research study defines augmented reality technology's impacts on the behavioral intention of Gen-Z consumers by focusing on this specific group of users through an advanced AR application.

Fashionable Ethics: Exploring Ethical Perspectives in the Production, Marketing, and Consumption of Fashion

AbstractThis Special Issue examines ethics in fashion to further critical understanding of the various drivers and barriers, nuances and layers of complexity in fashion production, marketing, and consumption, and aims toward a more future-oriented perspective through the lens of ethics. Research on ethical issues in fashion is growing but is fragmented across diverse domains, from supply chain and operations management, to psychology and sociology, to marketing and consumption. Furthermore, there has been only a peripheral focus on ethics and limited application of ethical theories or frameworks to fashion’s ethical dilemmas. This Special Issue brings together diverse domains and unpacks salient ethical issues using the lens of ethical theories and frameworks to advance theory development on balancing social justice with environmental responsibility, decision-making in ethical situations, and newer forms of greenwashing and consumerism. The selected papers use varied methodologies and offer novel insights across different global contexts.

Goal-Framed Attitude and Sustainability Literacy in Shaping Circular Consumption Intention in Fast Fashion

Adapting the circular economy to fast fashion requires transitioning to a responsible business model that reduces overstock and promotes a pro-environmental ‘less consumption’ trend. This study, grounded in the goal-framing theory (Lindenberg & Steg, 2007) examines how goal-framed attitudes and sustainability literacy influence consumers’ circular consumption intentions. Analyzing data from 299 Prolific respondents, multiple regression results showed that goal-framed attitudes toward ‘circular economy’ and ‘reliable information,’ alongside sustainability literacy on ‘circular initiatives’ and ‘environmental awareness,’ positively impact intentions to engage in circular product purchases and practices. Clustering analysis identified three circular-minded consumer groups with differing perceptions of goal-framed attitudes, sustainability literacy, and circular consumption intentions. Fast fashion consumers prioritize reliable information on circular economy goals, intending to adopt circular practices, such as the 6Rs (Reducing, Recycling, Repairing, Redesigning, Reselling, and Renting), which reinforce circular business models in fast fashion.

Mind the gap: identifying the chasm between environmental awareness, attitudes and action in fast fashion consumption

PurposeAlthough consumers are aware of the importance of sustainable consumption, there is a persistent gap between positive attitudes and actual behavior. This disconnect is particularly pronounced in the fashion industry, where consumers often suppress their positive attitudes towards sustainability in the face of tempting fast fashion offers. This paper analyzes how consumers attempt to reconcile this attitude-behavior gap through using rationalization or neutralization techniques.Design/methodology/approachWe surveyed more than 1,300 fashion consumers in the USA, Europe and Asia. Based on their last fashion purchase, respondents indicated various purchase details as well as their agreement/disagreement to 32 neutralization statements. Additional scales capture pertinent attitude and awareness measures. To scrutinize the role of neutralization statements, we use a series of logistic regression and multinomial regression analyses.FindingsCountry of residence, age and education level are the key determinants when employing neutralization techniques. Logistic regression results also reveal an inverse relationship between age and the propensity of buying sustainable fashion. Ethics, awareness and attitudes all play a role in purchasing sustainable products, but to different degrees in different countries.Originality/valueResearch on how consumers attempt to bridge the gap between attitude-behavior inconsistencies is scarce and primarily qualitative. Our study identifies how fast fashion consumers attempt to reconcile their divergent attitudes and behavior. Uncovering these rationalization or neutralization techniques improves the understanding of the attitude-behavior gap and enables marketers and policymakers to design more effective strategies to promote sustainable consumption.

Re-enchanting sustainable consumption: Cultural intermediaries, charisma, and fashion

Cultural intermediaries play an essential role in shaping the ‘moral textures’ of sustainable consumption. Drawing on Bourdieu and Weber’s cultural sociologies of religious personas, this article analyses how cultural intermediaries deploy different charismatic modalities in the field of fashion to advocate for sustainable consumption. Using illustrative methods and media examples, we illuminate how ‘prophetic’ taste influencers, ‘ascetic’ producers of upcycled fashion, ‘priestly’ secondhand clothing recyclers, and ‘mystic’ guides to minimalist lifestyles deploy these ideal-typical charismatic performances to frame, albeit unstable, re-enchanting affinities between the domains of sustainable production, circulation, and consumption. We suggest that via such charisma sustainable fashion consumption gestures towards the formation of neo-confessional identities, further symbolizing the possibility of individual and collective salvation of humanity through an elect group of sustainable consumers. We conclude by proposing a research agenda focused on how the different tensions present in the charisma-sustainability-consumption nexus are best addressed through a cultural sociological framework.

How NFTs contribute to consumers’ purchase intention towards luxury fashion physical products

PurposeThis study aims to examine the impact of non-fungible tokens (NFTs’) characteristics on Chinese consumers’ purchase intention towards luxury fashion physical products. It also investigates the mediating role of perceived hedonic value and moderating role of perceived NFT–physical product fit during the buying process.Design/methodology/approachA conceptual model combining Stimuli–Organism–Response Model and Theory of Consumption Value was established. A purposive sampling method was adopted to collect data from luxury fashion consumers aged 21–41 who lived in four Tier 1 cities in China. Structural equation modelling and SmartPLS 4.0 were utilized to analyse the 304 valid questionnaires collected.FindingsThe study’s findings indicate that luxury fashion NFTs with four characteristics (NFT scarcity, NFT exclusivity, NFT design aesthetic and NFT novelty) affect Chinese consumers’ purchase intention towards luxury fashion physical products positively, with perceived hedonic value mediating these relationships. Further, perceived NFT–physical product fit moderates the relationship between perceived hedonic value and purchase intention.Originality/valueThis study bridges a gap in investigating the interplay between NFTs as intangible collectibles and tangible products, by stressing the significant role played by NFTs in influencing the purchase intention of luxury fashion products. This paper contributes to an understanding of consumers’ psychological responses and behaviours towards NFTs, providing a new perspective in the study of luxury fashion NFTs in the context of marketing strategy and consumption.

Virtual Try-On Systems in Fashion Consumption: A Systematic Review

The application of virtual try-on (VTO) technologies in the fashion industry is garnering increasing attention and is regarded as a significant innovation in enhancing the consumer experience for fashion shoppers. This study conducts a systematic review to evaluate the impact of VTO systems on consumer behavior and experiences within the fashion industry. By analyzing 69 research articles, we identified key factors influencing consumers’ purchasing decisions and VTO adoption intentions. These factors include attitudes, media, symbolic gratification, technological gratification, emotional values, utilitarian values, and user attributes. Based on these findings, we construct conceptual frameworks that clearly delineate how direct factors and their influencing elements impact consumers’ purchase and technology adoption behaviors. This review synthesizes the psychological and technological dimensions shaping consumer behavior, addressing critical gaps in the literature specific to fashion consumption. Moreover, future research directions were discussed. By addressing key challenges such as boundary factors, user segmentation, and technological advancements, this study offers actionable insights to guide researchers and practitioners in creating more personalized, immersive, and effective VTO systems in the fashion industry.

Chinese Gen Z’s luxury fashion goods shopping behaviour via drop marketing strategies

ABSTRACT Since the inception of the drop marketing strategy, it has been very successful in various industries globally. This study aims to examine the key drivers motivating Chinese Gen Z consumers to get involved in drop marketing as well as to buy personal luxury goods available through drop marketing campaigns in the luxury fashion consumption context. Through a qualitative approach using personal interviews, we aim to reveal in-depth insights into the perceptions and motivations of Chinese Generation Z studying in the US when acquiring personal luxury goods available through drop marketing. Thematic analyses of interview data revealed five major themes. By investigating the perceptions, motivations, and decision-making processes of Chinese Gen Z consumers, we share meaningful insights into the personal luxury goods industry. The findings are especially important for luxury brand managers to maintain and enhance their endeavours in creating brand value, equity, and community using drop marketing strategies.

Understanding moderated mediating effects and framework towards Chinese element fashion consumption from a cultural perspective

This article aims to explore the effect of fashion products perception with Chinese elements (FPP) on consumers’ purchasing intention (PI). It also intends to verify the mediating effects of cultural awareness (CA), cultural identity (CI), and conspicuous consumption (CC), as well as the moderating effects of face consciousness (FC). Following the empirical research methodology, a survey questionnaire with seven variables was constructed. A total of 390 participants were randomly selected using the simple random sampling method for hypothesis testing. The results indicate that CA and CI play a fully mediating role, while CC plays a partially mediating role. In addition, FC demonstrates a significant moderating effect in the model. The originality of this article lies in exploring the psychological mechanism of purchase intention of fashion products with Chinese elements from two perspectives: positive enhancement and negative weakening, resulting in the chain mediating variables of cultural identity and cultural vigilance.

I bought it and I feel good! An examination of fit factors and self-evaluation related to confident clothing decisions and psychological well-being

Clothing plays a crucial role in shaping a consumer's self-perception and identity, particularly through its fit, which influences how comfortable and confident one feels in one's appearance. Given the importance of fit, this study aims to examine how fit characteristics affect consumers' self-evaluations and how these evaluations influence confident clothing decisions and psychological well-being by applying the self-discrepancy theory. Data were gathered from a sample of 502 fashion consumers. The findings from the partial least squares structural equation modeling showed that self-discrepancy acts as a mediator between consumers' self-evaluation and their psychological responses. A multi-group analysis revealed the strong mediating role of self-discrepancy on the relationship between self-evaluation and body satisfaction for males. These findings have significant theoretical and practical implications for the fashion industry in the context of fit characteristics, offering valuable insights into consumer decision-making processes.

Effects of Two Face Regulatory Foci About Ethical Fashion Consumption in a Confucian Context

Effects of Two Face Regulatory Foci About Ethical Fashion Consumption in a Confucian Context

The influence of model position, attractiveness, and consumer body image on consumer attitudes in fashion advertising

Sensory marketing recognizes the significance of physical experiences in product evaluation and consumer decision-making. This study examined the effects of model features in fashion advertising and consumer physical characteristics on consumer attitudes, drawing on embodied cognition theory. In Study 1, consumers completed a Go/NoGo task, recognition task, and product evaluation. Results showed that model position significantly affects consumer attitudes: right-handed people rated the right position better. Additionally, trait body image can influence this position effect. In Studies 2 and 3, we activated and manipulated state body image, respectively, and discovered the interactive effects of model position, model attractiveness, and consumer body image. Individuals with high body image responded positively to highly attractive models on the right, while those with low body image favored right-positioned less attractive models. These findings provide empirical evidence that body image shapes how people’s bodies interact with the world, and provide practical guidance for sensory marketing.

Investigating the Customer Journey in Second‐Hand Fashion Platforms: Implications for Luxury Brand Management

ABSTRACTConsumers' increasing environmental concerns are prompting a shift in fashion consumption, fueling the remarkable growth of the second‐hand market. Over the last decade, this trend has spurred the emergence of a plethora of online platforms dedicated to the resale of pre‐loved fashion items. As consumers can easily access luxury garments at affordable prices through second‐hand platforms, the rapid expansion of these indirect channels holds the potential to further redefine how consumers experience and access luxury, significantly contributing to its democratization. While scholarly interest in second‐hand luxury has recently surged, current research has overlooked the experience consumers live when purchasing from such channels. Our research aims to fill this gap by delving into the customers' journey within these marketplaces, unraveling their experiences, perceptions, and decision‐making processes when purchasing second‐hand luxury. Twenty‐four in‐depth interviews with established luxury consumers who have recently purchased second‐hand luxury items through these platforms were conducted. The customer experience and journey framework was applied as a theoretical lens to make sense of such interactions. The findings reveal that consumers are drawn by the perceived endless availability of luxury items and the opportunity to compare different listings. Still, concerns over brand dilution, counterfeiting, and the absence of a sought‐after luxury experience pose significant challenges during the customer journey. This research contributes to the emerging field of second‐hand luxury by shedding light on the intricacies of the customer experience within these platforms. The article concludes with managerial insights aimed at assisting luxury brand managers in developing strategies and tactics in a market environment where second‐hand platforms are gaining momentum.

“I Crossed My Own Line, But Here is What I do”: The Moral Transgressions of Sustainable Fashion Consumers and Their Use of Alternating Moral Practices as a Cognitive-Dissonance-Reducing Strategy

AbstractDrawing on the notion of ethical subjectivity (Foucault, in Fruchaud, Lorenzini (eds) Discourse and truth and parrēsia. The University of Chicago Press, 1983; Foucault, in Rabinow (ed) Essential works of Foucault 1954–84, The New Press, 1997), cognitive dissonance theory (Festinger, A theory of cognitive dissonance, Stanford University Press, 1957) and transgressive behaviours (Jenks, Transgression, Routledge, 2003), this research addresses the empirical question of how regular consumers of sustainable fashion overcome cognitive dissonance when they transgress their own code of conduct in sustainable fashion consumptionscapes. We utilize a top-down thematic analysis (Braun and Clarke, Qual Res Psychol 3:77–101, 2006) of 20 semi-structured existential-phenomenological interviews (Cherrier, in Harrison, Newholm, Shaw (eds) The ethical consumer, SAGE Publications, 2005) and depict a novel, behavioural-level, practice-based cognitive-dissonance-reducing strategy that we term the strategy of alternating moral practices. We demonstrate this dissonance-reducing strategy to be more than just a withdrawal from the value systems attributed to sustainable fashion consumption, either temporary or permanent. Rather, regular consumers of sustainable fashion demonstrate hands-on efforts to find ways of doing that manifest an alternative ethical behaviour. This strategic action is, in turn, held to be enhancing the ethical subjectivities of the consumers. Theoretical discussions of the relationship between these expanded ethical subjectivities and their host consumptionscapes are provided. Using this new approach to understanding transgressive behaviours in the market for sustainable fashion, a range of directions for future research are suggested.