Articlehybrid2022

Slow fashion or self-signaling? Sustainability in the fashion industry

34 citations0/0 files storedSustainable Production and Consumption

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Environmental Sustainability in Business Consumer Behavior in Brand Consumption and Identification Consumer Perception and Purchasing Behavior

Abstract

There has been a noteworthy rise in sustainability awareness in the fashion industry. However, the motivation to adopt such behaviors is unclear, making it relevant to consider which identity self-signals influences consumers' perceptions towards slow fashion. Findings from two experimental studies suggest that consumers hold a higher word of mouth (WOM) and status perceptions when non-conformity, pro-environmental, and frugality signals are highlighted. This research further shows the importance of increasing ownership through customization, which increases status. The findings provide key implications for researchers and practitioners regarding fashion industry sustainability.

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References

2019How to SHIFT Consumer Behaviors to be More Sustainable: A Literature Review and Guiding Framework 2010Going green to be seen: Status, reputation, and conspicuous conservation.2003The State of Psychological Ownership: Integrating and Extending a Century of Research 1985Materialism: Trait Aspects of Living in the Material World 2012Against the Green: A Multi-method Examination of the Barriers to Green Consumption 2007Blatant benevolence and conspicuous consumption: When romantic motives elicit strategic costly signals.2009Self-Benefit versus Other-Benefit Marketing Appeals: Their Effectiveness in Generating Charitable Support 2009The Psychological Effects of Empowerment Strategies on Consumers’ Product Demand

Cited by

2022Slow Fashion Is Positively Linked to Consumers’ Well-Being: Evidence from an Online Questionnaire Study in China 2023Believing in change: The role of implicit theory on consumer's perception of the brand's corporate social responsibility message 2024“Eco‐style” perceptions: The interplay of different sustainability cues and fashion styles in consumers' fashion brand attitudes

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