Sustainable Fashion Consumption Research Articles

Sustainable Fashion in New Era: Exploring Consumer Resilience and Goals in the Post-Pandemic

This study examines the underlying mechanisms that lead to sustainable fashion consumption in the post-COVID-19 pandemic era. Particularly, this study explores the complex relations between resilient coping mechanisms, consumer life goals, and sustainable fashion consumption, combining Goal Content Theory and the Consumer Sustainability Orientation framework. The findings obtained from partial least squares structural equation modeling analysis using 503 responses confirm that resilient coping positively influenced both intrinsic and extrinsic life goals. While intrinsic goals reinforce all aspects of sustainability orientation (ecological, social, and economic), extrinsic goals show a contrasting effect—positively affecting economic orientation but negatively impacting ecological and social dimensions. Among sustainability orientations, the ecological dimension had a significant positive effect on sustainable fashion consumption behavior. The research also reveals that resilient coping directly improves social and economic dimensions of sustainability orientations, but it does not significantly influence ecological orientation. This study offers insight into differentiated marketing communication strategies for retailers depending on consumers’ goals—intrinsic or extrinsic—and implies the importance of the dynamic impact of each dimension of sustainability orientation on consumers’ sustainable fashion consumption choices.

“I Do What I Do to Drive Change”: The Social-Symbolic Work of Sustainable Fashion Influencers

This paper aims to study how sustainable fashion influencers (SFIs) conduct social-symbolic work in their efforts to purposefully transform their followers’ fashion consumption patterns. We conducted a netnographic study of the Finnish SFI scene, including observations of the SFIs’ social media content and complementary in-depth interviews with a subset of SFIs. We identified three types of social-symbolic work conducted by the SFIs: identity work (narrating, reflecting and balancing), community work (tightening, expanding and magnetizing) and practice work (shaping meanings, competences, and materials). Most of the SFIs studied were micro-influencers in Finland. The paper contributes to research on sustainable fashion by highlighting the role of SFIs as drivers of institutional and cultural change, the role of social media in this pursuit, and the way sustainable fashion consumption is interlinked with digital life.

Factors Affecting Sustainable Fashion Consumption: A Systematic Review and Research Orientations

Fashion is the second-largest environmental polluter globally, prompting governments, businesses, and consumers to pay more attention to sustainable fashion. Sustainable fashion is considered an environmentally friendly solution and is gradually becoming an essential trend for the future. In the current context, to promote the consumption of sustainable fashion products, governments and businesses need to delve deeper into the factors influencing consumer shopping behavior. This study analyzed 112 relevant research documents, which were selected and organized systematically. The research employed evaluation methods and synthesized materials from various continents worldwide, with a focus on Asia and Europe. Most of the collected research articles were conducted using both quantitative and qualitative methods. Additionally, the authors synthesized and observed, selecting articles that were central to the topic to provide accurate statistics and evaluations. Furthermore, this article identified gaps in the research context and proposed new directions for future studies. The primary focus of this research lies in the factors influencing sustainable fashion consumption, aiming to provide multidimensional perspectives for researchers, businesses, and governments. After analyzing the 112 research papers, several frequently mentioned factors impacting sustainable fashion consumption include product quality, environmental concern, environmental awareness, and brand image. Moreover, these factors positively correlate with purchasing sustainable fashion products. This study contributes to the theory, practice and adds value to potential future research directions.

Investigating internal motivation in sustainable fashion consumption: attitude towards recycled and upcycled products

ABSTRACT Growing environmental consciousness, especially regarding resource availability and waste levels, has heightened concerns about waste management. Recycling and upcycling movements have resurged due to these factors. Sustainable clothing consumption, in particular, offers an eco-friendly way to maximise the utility of waste materials, creating new, improved products. Understanding consumer behaviour and intentions in recycling and upcycling, especially in sectors like fashion, wood, and plastics, is vital. Consumer recycling and upcycling efforts face challenges due to the perceived effort involved, known as the ‘attitude-behavior’ gap. To address this gap, this research employs motivation theory and Partial Least Square-Structural Equation Modeling (PLS-SEM) to propose a framework. The study’s results support all hypotheses in the initial model, indicating its effectiveness in explaining the link between internal motivation, attitude, and intention. This insight can help identify factors influencing attitudes and purchase decisions, allowing for targeted strategies in the green consumer market and influencing buying habits.

Influencers Marketing and its Impacts on Sustainable Fashion Consumption Among Generation Z

This research explores the intersection of influencer marketing and sustainable fashion purchase intentions among Generation Z in the UK and China, addressing critical challenges in the fashion industry, such as environmental impacts and overconsumption. The study introduces sustainable fashion as a potential solution and emphasizes the role of influencers in shaping Generation Z's attitudes and behaviours. The research delves into the environmental consequences of fast fashion and the emergence of sustainable fashion, providing a comprehensive understanding of the challenges and potential solutions within the industry. The focus then shifts to influencer marketing, recognizing its significance in the digital age, especially among Generation Z, who are considered crucial influencers in the fashion market.The study develops hypotheses that investigate the impact of influencers' experiences, similarity between influencers and Generation Z, and influencers' expertise in sustainable fashion on Generation Z's purchase intentions. Additionally, the research considers consumer attitudes, subjective norms influenced by influencers, and perceived behavioral control, including affordability concerns, as factors influencing sustainable fashion purchase intentions. Positioning Generation Z as a key demographic, the research aims to contribute valuable insights into the complex dynamics of influencer marketing, consumer attitudes, and sustainable fashion consumption. The formulated hypotheses offer a framework for understanding the nuanced relationships between influencers and Generation Z's decision-making processes in the context of sustainable fashion.

Predicting sustainable fashion consumption intentions and practices

The fashion industry has a significant impact on the environment, and sustainable fashion consumption (SFC) has become a pressing concern. This study aimed to investigate the factors influencing sustainable fashion consumption behavior (SCB) among Chinese adults, specifically the role of values, attitudes, and norms in shaping such behavior, using the value-belief-norm framework. The study used an online cross-sectional survey design to collect data from 350 participants recruited through a convenience sampling method using social media platforms and email invitations, and the obtained data were analyzed using partial least squares structural equation modelling. The results of the study showed that biospheric (BV), altruistic (AV), and egoistic (EV) values significantly influenced the New ecological paradigm (EP), which, in turn, positively affected awareness of consequences (AC). Personal norms (PN) were positively influenced by EP, AC, and ascription of responsibility (AR). Social norms (SN) and trust in recycling (TR) were also found to positively influence sustainable fashion consumption intentions (SCI). Finally, the study found that SCI and TR were significant predictors of SCB, whereas the moderating effect of TR not statistically significant. The study’s originality lies in its comprehensive investigation of the interplay between various factors (particularly using norms in two facets; PN and SN) in shaping SCB, using a structural equation modeling approach, and exploring the moderating effect of TR. The findings of this study suggest that interventions aimed at promoting SFC should focus on fostering values and beliefs that prioritize the environment, encouraging individuals to take responsibility for their actions, creating an environment in which SFC is normalized, and increasing TR.

Effect of Media Campaigns on Educating (Gen Z) in Saudi Arabia About Sustainable, Eco-Friendly Clothing

This study sought to assess the level of familiarity among Generation Z in Saudi Arabia with the concept of eco-friendly clothing, and identify the type of media campaigns that have the most significant impact on the purchasing decisions of Generation Z. The study employed the descriptive research design and utilized quantitative analysis to analyze the collected data. The study focused on the Generation Z age group, which was sampled using non-probability purposive sampling techniques. The study found that Gen Z of Jeddah has a moderate to high level of familiarity with eco-friendly clothing. Social media is frequently the primary source of knowledge for eco-fashion for Gen Z. However, despite their heavy use of social media, Gen Z needs more information on sustainable fashion. As a result, more social media campaigns are needed to further educate and update Gen Z on sustainable fashion consumption.

Fabric sustainability : An eco-conscious perspective of Indian consumers

Sustainable living is the need of the hour, keeping the demands of the environmental concern. The apparel industry has a 10% contribution to the carbon footprint. This research paper identifies the components that influence the perception of fabric sustainability and the choices made by consumers in purchasing organically made apparel. The study also aims at knowing the numerous influences made by variables identified, such as green attitude, environmental concern or social responsibility, peer pressure and recycling. The researcher has identified the research gap between the intention to buy organic apparel and the actual purchase. Factors positively affect the purchase behaviour of consumers preferring sustainable apparel. The purpose of this study is an overview of sustainable fashion consumption. The groundwork of the study was conceptualized with the existing literature review. Percentage analysis was used to categorize independent variables. Descriptive statistics were analysed using the test of normality and reliability analysis. Confirmatory Factor Analysis (CFA), reliability tests, average variance and discriminant validity, were also extracted. The hypothesis was tested with a model developed for sustainable apparel businesses in the industry through Structural Equation Modeling (SEM) approach. Data analyzed in the study shows a positive relationship between the conceptualized factors such as recycling, awareness, responsibility/environmental concern, green attitude, and eco-labelling with the purchase pattern of the consumers who procure organic apparel. All the measures were found robust. Test of normality and Cronbach’s alpha shows standard values that are globally accepted. The hypothesis was found to be supported through the SEM approach. The paper aims to fabricate awareness and purchase intentions among consumers considering sustainable apparel. This study has bridged the gap found through other literature reviews. A unique workable model was designed and can be deployed by the fashion industry as a new mix for attracting consumers towards sustainable apparel.

Overcoming barriers for sustainable fashion: bridging attitude-behaviour gap in retail

PurposeThis paper aims to explore the attitude-behaviour gap consumers experience when transitioning from buying fast fashion to embracing sustainable fashion consumption. Despite being driven to make sustainable fashion purchases, consumers are confronted with certain retail barriers that impede them from making the shift.Design/methodology/approachThis study draws from the theory of planned behaviour and the behavioural-reasoning theory approaches to theoretically develop and assess five key fashion consumption barriers that moderate the relationship between sustainable fashion consumption motivations and actual behaviour. These are the steep price of sustainable fashion, low visibility, restricted availability, limited cognisance of the deleterious consequences of fast fashion and low trust in sustainability claims. Under heightened levels of moderators, the relationship between motivation and behaviour was predicted to be weaker. The author's data sample of 376 consumers validated the hypotheses.FindingsThis article contributes to the field of sustainable fashion retail consumption in three ways: (1) it reveals that the expensive cost of sustainable fashion is not an obstacle to its adoption, and consumers are willing to pay more but struggle to access the styles they prefer; (2) it unveils that, in contrast to recent scholarship, the lack of knowledge of the adverse environmental effects of fast fashion is still a barrier to transitioning to sustainability and (3) it implies that consumers are less motivated to lower their consumption of clothing when they feel dubious about fashion companies' sustainability claims.Originality/valueThe findings contribute to the existing body of knowledge on green consumption by shedding light on the complex dynamics between moderating factors and the transition from intention to behaviour in sustainable fashion consumption.

The effect of message framing on young adult consumers’ sustainable fashion consumption: The role of anticipated emotions and perceived ethicality

The debate about which communication strategies are most effective for inducing consumers to behave sustainably remains open, despite growing attention on more sustainable forms of fashion consumption. To further this understanding, we investigate the effectiveness of positive and negative message framing in promoting sustainable fashion consumption, where the beneficial versus detrimental environmental consequences of choosing second-hand clothing were highlighted. Across two experiments, positively framed messages were more effective than negatively framed ones in prompting consumers to engage in sustainable fashion consumption. Elevation was the anticipated emotion responsible for this effect, while consumers’ subjective beliefs about the ethicality of advertising messages promoting sustainable consumption served as a moderator. We discuss the theoretical and managerial implications of this research together with its limitations and directions for future research.

Intentions to Consume Sustainable Fashion Products in Indonesia: Does Religiosity Affect ?

Religiosity is expected to be a positive driving factor of consumption demand for environmentally friendly fashion products. However, few studies have been found that focus on consumer behavior in purchasing sustainable fashion, and none use religiosity as an explanatory variable. This study, therefore, is the first to analyze the effect of religiosity on the intention to consume sustainable fashion products. This study used a quantitative approach with the Structural Equation Modelling (SEM) analysis method and involved 522 respondents in Indonesia. By adopting the theory of planned behavior model, the study results show that religiosity significantly positively affects purchase intentions of sustainable fashion products through the variables' attitude towards behavior and perceived behavioral control. At the same time, the green thinking variable also has a positive impact, but altruism is irrelevant to sustainable fashion consumption. These results indicate that if the consumer is religious, this can lead to a better environmentally friendly attitude and result in a tendency to consume sustainable fashion products.JEL Classification: D12, D90, Z12

The Impact of Sustainability Advertising on the Purchase Intention of Indonesian Consumers

This study delves into the increasing demand for sustainable fashion products due to the fashion industry's negative environmental impact. However, limited knowledge exists regarding consumer perceptions and purchase behaviors concerning sustainability in fashion. Employing a mixed-methods approach, this research investigates the influence of sustainability advertising on consumer perceptions and purchase behaviors regarding sustainable fashion products. To achieve this, expert interviews were conducted with a purposively selected sample, complemented by a survey questionnaire with a larger group of participants. The results indicate that sustainability advertising has a positive impact on consumer perceptions of sustainable fashion products. Consumers exhibit heightened awareness of the environmental consequences of the fashion industry, leading them to seek more sustainable alternatives. Credible, informative, and value-aligned sustainability advertising has a more significant influence on consumers. Regarding purchase behaviors, the relationship is more intricate. Various factors emerged that can further shape consumer perceptions and behaviors in sustainable fashion, including the individual's level of environmental awareness, personal values, social norms, and perceived price premium of sustainable products. These findings carry significant implications for both brands and consumers. This study provides valuable interdisciplinary insights into the intricate dynamics of sustainability advertising's impact on consumer perceptions and purchase behaviors in a sustainable fashion. It identifies critical factors influencing consumer decision-making and highlights the potential of credible sustainability advertising to drive sustainable fashion consumption. Armed with these insights, brands can design more effective sustainability advertising campaigns, while consumers can make informed choices, contributing to a more sustainable future for the fashion industry.

Determinants of a shift in consumer values towards minimalistic clothing consumption during global crises

The COVID-19 pandemic, as a global crisis, has affected the clothing consumption behaviour of consumers and it might create long-lasting changes in the fashion industry. Such behavioural shifts during global crises should be considered for sustainability-related marketing concepts and the way marketers promote sustainable clothing consumption during and after the crisis. This study explores the determinants of a shift in consumer values towards minimalistic clothing consumption during the COVID-19 pandemic in the under-researched country context of Iran. First, a literature review was conducted on topics including sustainable fashion consumption and the COVID-19 pandemic, the status of sustainable fashion consumption in Iran, as well as the influence of demographic characteristics on sustainable consumption behaviour. Second, a quantitative survey was administered to a sample of Iranian consumers (N = 382). The results reveal a value shift towards more minimalism and sufficiency in clothing consumption during the COVID-19 pandemic in the country context of Iran. Moreover, the findings highlight that age and gender significantly influenced the extent of this shift in values, while surprisingly no significant value shift was found because of employment or income changes. This article makes a unique contribution by exploring the value shifts towards minimalistic clothing consumption during global crises. Furthermore, the results of the study shed some light on consumption behaviour in an under-researched middle eastern area.

Exploring the influence of social media on sustainable fashion consumption: A systematic literature review and future research agenda

ABSTRACT Growing in popularity, social media and related channels (e.g. Instagram, Twitter, and TikTok) are utilised as sources for sharing information with the power to influence consumers and drive social change. This has become critical for the fashion industry, as fashion/textile consumption has recently been recognized for its devastating social and environmental impacts. This structured, systematic literature review explores who and in which ways can influence consumers on social media to engage with more sustainable fashion consumption practices. Based on an analysis of 92 research studies, the analysis findings indicate that most studies examined how brands can influence consumers via social media marketing strategies. Fewer studies have also addressed sustainable fashion discourse on social media more broadly, including promoting sustainable fashion consumption practices that are not related to brands’ marketing strategies and the role of social media as a tool for activism. Based on the review’s findings, the article outlines areas for future research.

An Explorative Study on the Purchase Decision-Making Process of Sustainable Shoes Consumers

Sustainable fashion products have different characteristics from typical fashion products. Therefore, this study focuses on shoes while exploring the expansion and development of sustainable fashion consumption as well as consumers' perceptions of the sustainability approaches practiced by shoe companies. In-depth interviews were conducted with 24 consumers, who had purchased sustainable shoes, in order to understand their purchase decision-making process and consumption characteristics, using the seven stages of the EBM model. In the “need recognition” stage, the survey participants' social background and family influences were categorized as macro factors, while their personal background influences were categorized as micro factors. In the “evaluation of alternatives” stage, participants reconfirmed whether or not to make a purchase based on the product's properties, such as price, brand value, and offered services. In the “purchase” stage, participants' purchase channels were determined according to their preferences as well as the selection pattern they followed until the final purchase within the chosen channel. In the “consumption” stage, the start of product ownership coincides with the start of using the products after making a purchase. In the “post-purchase assessment” stage, higher positive experiences led to a higher repurchase intention of sustainable shoes, while negative experiences caused participants to defer consumption and made them experience a sense of guilt for failing to consume sustainably. During the “post-purchase behavior” stage, which focused on the categories that the customers prioritized, many participants spread information about sustainable fashion to specific individuals through active online WOM behavior.

Improving Society and the Planet: Sustainability and Fashion Post-Pandemic

The COVID-19 pandemic has exposed the vulnerability of our ecosystem and demonstrated a crucial need to address sustainability across the fashion supply chain, including the end-use consumer. As consumers become more conscious and demand sustainable fashion, the question of whether the pandemic has shaped such behaviors for long-term transitions remains unanswered. This qualitative study aimed to understand whether the COVID-19 pandemic has created a societal shift in individual attitudes toward sustainable fashion, whether it can help to motivate long-term sustainable consumption practices, and whether positive psychology plays a role in this context. With online survey data collected from 154 US consumers, summative content analysis and thematic analysis results revealed that as consumers continued to be puzzled by what constitutes sustainability, their pro-sustainability attitudes and behaviors did not evolve as claimed by prior literature. However, not only positive emotions associated with care and concern motivated consumers’ pro-sustainability, but indeed post-purchase positive feelings of contentment and altruism were revealed, affirming the need for marketing messages to incorporate positive psychology perspectives to motivate long-term sustainable fashion consumption practices.

Do fast fashion sustainable business strategies influence attitude, awareness and behaviours of female consumers?

AbstractIn recent years, the fashion and textile industries have come under pressure to manage customer expectations. Previous research has shown that female consumers tend to buy more clothing than male consumers and are understood to care more about fashion. However, existing studies that have focused on understanding consumer attitudes toward sustainable fast fashion consumption have not been particularly explored from the female consumer's perspective. Neither have they attempted to explore the impact of sustainable business strategies on purchasing behaviour. This study attempts to bridge this gap and focuses on exploring the attitude and purchasing behaviour of female consumers driven by sustainable business strategies of fast fashion firms. The research findings are based on responses from 155 female consumers, followed by interviews to triangulate the findings. The results show that female consumers are sustainably conscious and aware of the sustainable initiatives of fast fashion companies. Furthermore, the study indicates that female consumers' attitudes and purchasing behaviour are both (unconsciously) influenced by the sustainable initiatives of fast fashion companies. Therefore, fast fashion companies should investigate how their sustainable initiatives and strategies influence the female consumer in terms of attitude and purchasing behaviour. This study thus adds to the limited empirical studies investigating female consumers' attitudes, awareness and purchasing behaviours.

Role of justification of unethical behaviour in sustainable fashion consumption among Indian consumers: a parallel mediation approach

PurposeSustainable consumption is an important topic for different industries, including the fashion industry. Despite a favourable attitude of consumers towards sustainable products in the fashion industry, the actual purchase by the consumers is limited. Thus, the present study examines sustainable consumption using the theory of planned behaviour (TPB). The purpose of this paper is to study the mediating impact of strategies of justification of unethical behaviour on the gap-based relationship between a purchase intention and a purchase decision for a consumer in a sustainable clothing context.Design/methodology/approachFor the study, the primary data from 229 graduate-level fashion students enrolled in universities across India has been analyzed with the help of structural equation modelling.FindingsThe study results have proven that attitudes and subjective norms can positively affect purchase intentions when it comes to purchase of the environmentally sustainable products. Further, economic rationality (ER) and government dependency (GD) partially mediate the purchase intention–behaviour gap of the justification strategies for unethical behaviour.Practical implicationsThe results would be helpful in implementing sustainable clothing consumption among Indian consumers. The study would be beneficial for industry professionals, export houses and scholars to discover possible reasons which can lead to the widening of the intention–behaviour gap when it comes to the purchase of the sustainable clothing consumption for Indian consumers. Critical implications for marketers from the present research assert that ER and GD are important factors that could increase the purchase intention of young consumers towards sustainable clothing.Originality/valueThe results of the study contribute to the existing literature in a novel way by adding justification strategies for unethical behaviour to the TPB model. This study is innovative as it adds new constructs to the TPB model by including the three justification strategies that people use for unethical consumption behaviour (ER, economic development and GD) to gain insight into why a purchase intention–behaviour gap exists for sustainable clothing.

Towards Sustainable Fashion Consumption: An Exploratory Study of Consumer Behavior in a Developing Country

This article adds to the ongoing debate on the role of consumer behavior in promoting sustainability in the fashion industry. It draws its findings from a case study of the behavior of consumers from the Kurdistan region of Iraq (KRI). It follows a hybrid approach to qualitative thematic analysis based on 16 semi-structured interviews. The findings introduce a conceptual model illustrating the critical barriers to sustainable fashion consumption in KRI. It also presents potential mitigation strategies designed to overcome these barriers. This article offers an initial framework for researchers to examine strategies that can help business practitioners and policymakers promote sustainable fashion consumption in the region.

Gen Z’s Motivations towards Sustainable Fashion and Eco-Friendly Brand Attributes: The Case of Vinted

Vinted is a free digital sharing economy platform where individuals buy and sell second-hand apparel. It is an example of industry 4.0 that promotes an innovative and successful business model while favoring sustainable fashion consumption. Gen Z consumers are concerned about climate change and social and ethical issues. Their environmental awareness is significant. Nevertheless, their values do not always translate into sustainable consumption behavior; their role as heavy consumers in the fast-fashion market is proof of this. The research aims to delve into the motivations of Gen Z towards sustainable fashion and their perception of the eco-friendly brand attributes in the case of Vinted. From the methodological point of view, the qualitative and quantitative approaches are combined through focus group sessions and a pilot study based on a questionnaire. The results confirm that Gen Z consumers recognize and appreciate the eco-friendly attributes of Vinted, although other types of brand attributes are the ones that mostly mobilize their behavior. Some participants claim that the representation of sustainable values in Vinted’s advertising campaigns is too soft. Among the conclusions, the opportunity to revise Vinted’s brand strategy stands out, giving a more explicit role to eco-friendly attributes pursuing an effective change in Gen Z consumption behavior.