PurposeThis study proposes and empirically tests the hypothesis that most consumers differ significantly in how accurately they express knowledge about what experts define as indicators of fashion sustainability behavior.Design/methodology/approachSustainability discipline scholars (i.e., experts) provide the following two examples of accurate sustainability knowledge: (1) Sustainable-fashion manufacturers ensure safe working conditions for their employees; (2) fibers such as wool can be commercially recycled. In the current study, 85% of participants in separate samples of Chinese (n = 244) and Korean (n = 214) adults provide incorrect answers to the two statements, contradicting experts' beliefs. The study here develops and tests a general, asymmetric predictive, case-based theory of simple and complex antecedent conditions and outcomes for consumers with correct or incorrect knowledge of fashion sustainability behavior for fashion products.FindingsAccording to the study consumers who have a high level of knowledge about sustainable fashion consistently have high purchase intentions for these products. On the contrary, consumers with insuffient knowledge of sustainable-fashion have low purchase intentions.Research limitations/implicationsThe analysis emphasizes the importance of government policy in encouraging important-term consumer behavior. Government policy has a direct and indirect impact on sustainable consumer behavior.Practical implicationsThis study's practical contribution is that it amphasizes the important role of government policy in encouraging sustainable consumer behavior (Perez-Castillo and Vera-Martinez, 2021). Government policy both directly and indirectly influences sustainable consumer behavior. Understanding consumers' consumption behavior as influenced by knowledge of sustainable development allows policymakers to develop more targeted policy measures, thereby promoting the achievement of sustainable development goals. For example, incorporating sustainable issues into the school curriculum can encourage students to practice sustainable behavior when purchasing, using, or disposing of products. People may require encouragement to understand why sustainable development is necessary, how to facilitate it, what the expected effects are and how it will affect their lives.Social implicationsKnowledge of sustainable development, as well as consumer behavior research, can help improve consumer environmental awareness and understanding of sustainable development, guiding them towards greener and more environmentally friendly consumption habits. Understanding consumers' reactions to knowledge of sustainable development and subsequent changes in their consumption behavior guides businesses to engage in green product design, green production and green marketing, thus improving their competitiveness and market share (Rynarzewska et al., 2023). Some countries around the world are working hard to meet their sustainable development goals. By comparing consumer consumption behavior in different countries under the influence of knowledge on sustainable development consumer can share experiences and practices, strengthen international cooperation and communication and promote the global sustainable development process collaboratively.Originality/valueThe current study contributes by looking into the validity of the claim that consumers who have accurate sustainable fashion knowledge are more likely to purchase brands with high sustainability characteristics.
