Exploring Socio‐Psychological Drivers and Pathways of Sustainable Fashion Consumption

Abstract

ABSTRACT This study explores social and psychological factors influencing the intention to purchase sustainable fashion products. Integrating self‐congruity theory, self‐completion theory, and Theory of Planned Behaviour, this study proposed a dual‐path model of socio‐psychological variables essential for shaping consumer attitudes towards sustainable consumption and subsequent purchase intention. Additionally, the moderating role of sustainable brand awareness in the link between attitude and intention and the effect of affordability on purchase intentions were tested. Data were collected from 278 US fashion consumers through an online survey, and PLS‐SEM was used for the analyses. Results show that self‐identity drives self‐expressive benefits, while environmental awareness positively influences environmental concern and consumer attitudes towards sustainable fashion consumption. Additionally, subjective norms and affordability are strong predictors of purchase intentions. Furthermore, the moderating effect of sustainable brand awareness in the attitude‐intention relationship is statistically significant. These findings expand our understanding of fashion consumers' intention to purchase sustainable products and offer valuable guidance for businesses seeking to effectively communicate their sustainable efforts, strengthen branding and boost potential sales.

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