“Sustainable attitude” – a modest notion creating a tremendous difference in the glamourous fast fashion world: investigating moderating effects

Abstract

Purpose The purpose of this study is to examine relationship between numerous factors (fashion orientation, conspicuous consumption and environmental consciousness) that influence fast fashion (FF) purchase intention and their impact on FF purchase behavior and exploring the moderating effect of sustainable clothing consumption attitude. Design/methodology/approach This study uses quantitative analysis approach, wherein data have been collected from 571 college students by using non-probability snowball sampling. Partial least square structural equation modeling (PLS-SEM) has been applied to analyze the relationships among variables. Findings Determinants fashion orientation and conspicuous consumption have substantial impact on the desire to buy FF, which has strong association with FF purchasing behavior. Environmental awareness, contrarily, has detrimental impact on FF purchasing intentions. Furthermore, sustainable clothing consumption attitude significantly moderates FF intention–behavior relationship. Practical implications Findings may be viewed as a driving course in textile and garment sector for entrepreneurs as they represent customers’ intents and behavior in connection to the adoption of FF. Strategists can understand the product’s lifecycle; marketers can define innovative ways of marketing, advertising and promotion; start-ups can look for opportunities in sustainable fashion industry by innovating, manufacturing and dealing in eco-friendly sustainable products; and policymakers can make suitable policies to create awareness regarding sustainable fashion. Originality/value To the best of the authors’ knowledge, there is no study that comprehensively deals with defining, structuring and validating factors affecting purchase intention and behavior in case of fashion industry, accompanied by the role of sustainable consumption attitude as a moderator between FF intention and behavior, in a single model.

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

“…Fashion gives them status, improves their perception of themselves and others, and reinforces their feeling of freedom. These motivations are present in those who prefer fast fashion, slow fashion, sustainable fashion, or second-hand clothes [1,22,31,46].…”

“…Fashion involves "multifunctional products": garments and accessories, in addition to their practical function of covering the body and providing heat, stimulate the "hedonic value" [1] (p. 10). Since the beginning of marketing as a discipline, consumers have been sensitive and influenced by the attributes related to the illusion of an increase in social status; these factors lead them to conspicuous consumption, a behavior that may be in conflict with environmental awareness [31].…”

Sustainable Consumer Behavior: Bibliometric Analysis for Future Research Direction in Muslim Fashion Context

“…The intersection of fast fashion and sustainable development is a critical point in the landscape of the modern fashion industry. Fast fashion, known for its rapid production cycles and trend dissemination, faces increasing scrutiny for its environmental and ethical impact [72,76,[83][84][85][86][87][88]. Acknowledging these concerns, the fashion industry is now embracing sustainable practices to address issues like overconsumption [89,90], environmental degradation [91], and carbon footprints associated with mass production.…”

“…Our study found this complex relationship, examining industry practices and perceptions to highlight challenges and opportunities for aligning fast fashion with sustainability. The transformative potential of technological innovations [92] emphasizes ethical sourcing [60,72,86,93,94], eco-friendly materials [85,95,96], and circular economy models that prioritize durability and recyclability. However, there is tension between fast CV and the growing consensus that responsible practices can coexist with the demand for rapid fashion cycles.…”

“…Research should address the challenges and opportunities in balancing the demands of fast fashion [72,83,[85][86][87][88]106] with sustainability within the Muslim fashion industry. Examine how technological innovations [92], ethical sourcing [60,86,94], and eco-friendly materials [6,85,95,96] can be applied in a way that respects Islamic values and aligns with the principles of modesty and responsible stewardship.…”