The fashion industry has recently heeded the call for sustainability and ethically sound production. There has been, however, a reluctant uptake of these products with many consumers and a seeming conflict with existing ‘fast fashion’ desires in this area. This study explores the attitudes of fashion consumers toward sustainable products, ethical fashion purchasing and their subsequent behaviour. The research applies the developmental theory model to a fashion context, finding fashion consumers can be categorized into one of three groups: ‘Self’ consumers, concerned with hedonistic needs, ‘Social’ consumers, concerned with social image and ‘Sacrifice’ consumers who strive to reduce their impact on the world. These different groups view fast fashion in conflicting ways and subsequent implications for marketing sustainably produced fashion products to each group are, thus, significantly different.

It is clear from extant theory that fashion consumption is intrinsically bound to self‐concept and social identity. As such, many individuals over consume in pursuit of ideal identities, particularly in periods of heightened awareness of identity development, such as their youth. This study thus takes one group of fashion over‐consumers, young females, and seeks to identify core motivations towards and barriers for collaborative consumption of clothing and fashion products, though the lens of self‐identity and social interaction. The study adopts a theory of planned behaviour approach, using in‐depth interviews to examine norms of behaviour in fashion consumption and develops a conceptual model for understanding of how these individuals construct a fashion identity within the social contexts of four alternative forms of consumption (renting, borrowing, swapping and purchasing second‐hand). Furthermore, the study examines perceived barriers to participation in these four alternative fashion consumption forms. The study finds that social and ethical implications of sustainable consumption behaviour are the least likely motivators towards engagement with collaborative fashion consumption models within this group, and that opportunities for individual identity expression are the most sought after benefits of such engagement. This research contributes to the literature regarding sustainability issues generally, in the context of fashion consumption, and deepens one’s understanding of young female consumers’ willingness to participate in sustainable consumption actions.

This article describes an experiment to measure the impact of the Australasian “Health Star Rating” front of pack nutritional label system on consumer choice behaviour. This system presents a one-half to five star rating of nutritional quality via the front facings of food product packages. While this system has been recently rolled out across Australasia, no test of its impact on food choice has been conducted. A sample of 1200 consumers was recruited on exit from supermarkets in New Zealand. A 2 × 2 factorial design was used with two levels of cold cereal product nutritional status (high, five star/low, two star) and two levels of the Health Star Rating label (present/absent). The dependent variable was revealed choice behaviour. The results indicated that the presence of the label had a significant depressive effect on consumer preference, but that this impact was not moderated in any way by the nutritional status expressed by the label. The result represents a significant functional failure of the Health Star Rating label in this research environment. The nature of the failure is consistent with the consumers processing the label in much the same way as the nominal brand cues that dominate the retail food packaging.

Objective: The present research was an experimental test that aimed to quantify the impact of two dominant front-of-pack (FOP) nutritional label formats on consumer evaluations of food products that carried them. The two FOP label types tested were the traffic light label and the Percentage Daily Intake. Design: A 4 × 5 partially replicated Latin square design was used that allowed the impact of the FOP labels to be isolated from the effects of the product and the consumers who were performing the evaluations. Setting: The experiment was conducted on campus at the University of Otago, New Zealand. Subjects: The participants were 250 university students selected at random who met qualifying criteria of independent living and regular purchase of the products used in the research. They were not aware of the purpose of the research. Results: The presence of FOP labels led to significant and positive changes in consumer purchase intentions towards the products that carried them. These changes were not affected by the nature of FOP labels used, their size or the product nutritional status (good/bad) that they were reporting. Conclusions: The result is consistent with the participants paying attention to the FOP label and then using it as an adimensional cue indicating product desirability. As such, it represents a complete functional failure of both of these FOP label types in this specific instance. This result supports calls for further research on the performance of these FOP labels before any move to compulsory deployment is made.

Where clothing consumption has continued to rise around the world, a deeper understanding of how and why garments are disposed of is critical in regard to addressing the issue of textile waste by consumers. The purpose of this study was to explore the garment management processes of young, fashion sensitive consumers, examining their disposal behaviours as well as motivations towards garment end‐of‐life extension through maintenance or repair of damaged fashion clothing. A survey of 161 South Korean young consumers (18–34 years) was conducted, utilizing a fashion sensitivity scale to measure impact on unsustainable garment disposal practices and garment repair behaviour. Further, general recycling behaviour of these individuals was examined, as linked to garment repair propensity. Results indicate that fashion sensitive consumers dispose of garments more rapidly, and with less ethical consideration. However, these same consumers are motivated to repair items that support their fashion identity. The study contributes some useful insight into encouraging garment life extension practise among heavy consumers of fashion, thus extending what is known about fashion garment disposal in the sustainability context.

Purpose An individual’s identity is defined in the role that they devise for themselves, based on social positions. Examining identity motives can help in understanding what influences one to take on a particular role. Self-esteem is one of the major motivational drivers in determining the role that an individual takes on. Individuals, through self-presentation, are said to be motivated to control the impressions others form of them. In this way, self-concept and fashion innovativeness are linked – with prior research suggesting that those with high levels of fashion innovativeness are also those with a strong sense of self. Where a gap remains, however, in exploring the direction of the relationship between self-concept and being more innovative and fashionable in clothing choices, as well as how individuals reflexively judge their own fashion choices against their perception of others – e.g. can you force yourself to be a fashion leader? The paper aims to discuss these issues. Design/methodology/approach This study takes a lived experience approach to examine fashion as a tool in establishing social hierarchies amongst women. The study uses depth interviews with ten women to explore the developed self-concept of women actively engaged with fashion consumption. Findings The research presents a typology of fashion identities, exploring notions of security, dominance and innovativeness in self-fashioning using clothing. Research limitations/implications The research is exploratory, and limited to a sample of ten women. However, the study offers a number of key findings to drive future research in this area. Practical implications The research finds that both security of self-concept, in relation to fashion and general self-esteem, as well as insecurity, can motivate women towards fashion independence. This suggests that identity-based marketing is likely to be more successful than lifestyle-based marketing, when selling women’s fashion clothing. Social implications In prior research, self-concept and fashion innovativeness are linked – with prior research suggesting that those with high levels of fashion innovativeness are also those with a strong sense of self. This study finds that those with an insecure sense of self may also exhibit fashion independence, using fashion to acquire social capital. Originality/value This paper illustrates the concept that, unlike previous notions of fashion independence and engagement with fashion, these fashion-involved categorisations of behaviour are not always driven by sophistication, confidence, creativity and low fear of risk. Instead, this study has shown that fashion innovativeness can be motivated by an overarching fear of the outcomes of being judged unfashionable.

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Illegally downloading music through peer-topeer networks has persisted in spite of legal action to deter the behavior. This study examines the individual characteristics of downloaders which could explain why they are not dissuaded by messages that downloading is illegal. We compared downloaders to non-downloaders and examined whether downloaders were characterized by less ethical concern, engagement in illegal behavior, and a propensity toward stealing a CD from a music store under varying levels of risk. We also examined whether downloading or individual characteristics of downloaders were similar for men and women. Findings revealed downloading was prevalent (74.5% of the student sample downloaded), men and women were equally likely to download and the factors characterizing downloading were similar for men and women. The comparison between downloaders and nondownloaders revealed downloaders were less concerned with the law, demonstrated by less ethical concern and engagement in other illegal behaviors. Downloaders were also more likely to indicate that they would steal a CD when there was no risk of being caught. Given these results, messages regarding illegality are unlikely to perturb downloaders and alternative recommendations are offered for targeting illegal downloading.Keywords Risky behavior and illegal downloading Á Music piracy Á Stealing a CD and illegal downloading Á Students' illegal downloading Abbreviations TRA Theory of reasoned action TPB Theory of planned behavior PBC Perceived behavioral control RIPS Risk involvement perception scale