The purpose of this study is to develop a comprehensive understanding of young consumers' attitudes, perceptions and behavioural intentions towards the consumption of environmentally sustainable textile and apparel products. A total of 701 responses were collected from students attending large universities in the US, South Korea and China. An extended model of planned behaviour was developed and tested based on structural equation modeling approach. The results indicate that consumers' product knowledge, perceived consumer effectiveness and perceived personal relevance significantly affect young consumers' attitudes, subjective norms and perceived behavioural control, thereby affecting purchase intentions for environmentally sustainable textiles and apparel. The research findings will benefit both environmental and economic enhancement efforts among policymakers, educators and industry professionals, enabling them to formulate strategies to ensure better communication with consumers to promote desirable consumption behaviour.

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PurposeThe purpose of this study is to investigate the relationships between fashion innovativeness/opinion leadership and utilitarian/hedonic shopping motivations. This study seeks to develop a better understanding of fashion leadership and determine the primary shopping motivations associated with fashion leadership.Design/methodology/approachA survey was completed by a total of 150 students at a large university in the southeastern USA. Multiple regression analyses, MANCOVA, and ANCOVA were employed to test the research hypotheses.FindingsThe results indicated that fashion innovativeness was significantly related to various hedonic shopping motivations; fashion innovativeness was positively associated with adventure and idea shopping motivations, whereas it was negatively associated with value shopping motivation. Fashion opinion leadership was positively associated with utilitarian shopping motivation.Practical implicationsThe results of the study help to suggest various marketing and retailing strategies to stimulate fashion innovative behaviors through adventurous, stimulating, and up‐to‐date new fashions. They also suggest that fashion opinion leadership could be activated by focusing proper shopping environments or advertising on information/features for cognitive stimulation.Originality/valueThe study investigated a direct relationship between fashion leadership and shopping motivations for the first time. The findings of the study strengthen academic research on fashion leadership by identifying pre‐positioned shopping motivations that trigger fashion leadership, as well as practical applications.

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