The influence of voluntary simplicity and environmental activism on sustainable fashion purchase intention
Journal of Fashion Marketing and Management
ISSN: 1361-2026
Article publication date: 31 May 2022
Issue publication date: 23 March 2023
Abstract
Purpose
This study aims to identify the role of the voluntary simplicity lifestyle on the environmental activism behavioural trait, as well as the relationship of these two constructs on the sustainable fashion purchase intention.
Design/methodology/approach
A quantitative approach was taken with data collected through an online survey in Brazil, obtaining a valid sample of 364 respondents. The collected data were analysed through the structural equation modelling technique using SmartPLS-3.3.2.
Findings
The main findings of this study indicate that voluntary simplifiers exert a direct and positive influence on environmental activism. Also, consumers who embrace the values of voluntary simplicity and environmental activism are positively inclined to purchase sustainable fashion. In addition to sharing values converging to sustainability, consumers who have this profile can adopt sustainable fashion consumption as the mainstream of their purchasing decisions.
Practical implications
Simplifiers and activists represent a potential target audience to be observed by fashion companies that have focused on sustainability. Also, they can benefit from the findings in order to delineate the type of product to be offered as well as assist in the development of communication strategies.
Originality/value
This study is innovative by bringing constructs that are emerging in the field of consumption behaviour and sustainability. In addition, it contributes, at the same time, to advance research on the behavioural profile of individuals in favour of sustainability, by pointing out to voluntary simplicity and environmental activism as important antecedents of sustainable fashion consumption behaviour.
Keywords
Acknowledgements
This study was financed in part by the Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - Brazil (CAPES) – Finance Code 001. The authors wish to express their gratitude to the anonymous reviewers and the associate editor for their helpful comments.
Citation
Campos, P.d.O., Lima, A.A.L.d.S., Costa, C.S.R. and Costa, M.F.d. (2023), "The influence of voluntary simplicity and environmental activism on sustainable fashion purchase intention", Journal of Fashion Marketing and Management, Vol. 27 No. 2, pp. 352-369. https://doi.org/10.1108/JFMM-10-2021-0254
Publisher
:Emerald Publishing Limited
Copyright © 2022, Emerald Publishing Limited