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The purpose of this paper is to understand Eco-Apparel consumption behavior in consumers who care about the environment.

A snowball sampling technique was used to recruit 16 participants for in-depth interviews.

Two attitude-behavior gaps existed: the gap between environmental attitude and Eco-Apparel purchasing behavior; and the gap between Eco-Apparel attitude and Eco-Apparel purchasing behavior. There were two connections: product and emotional benefits leaded to Eco-Apparel purchasing behavior; and personal cost benefits, emotional benefits, and economic considerations leaded to Eco-Apparel using and disposing behavior. These gaps and connections suggested participants have certain standards regarding Eco-Apparel consumption. First, the standard of purchasing Eco-Apparel was the same as regular apparel. Second, participants did not want to expend much effort. Third, for some participants, emotional benefits (e.g. fun, good feeling, satisfaction) were important.

The small sample size and the snowball sampling technique limit generalization of the study’s findings.

These findings might be of interest to apparel manufacturers and retailers who want to re-enforce consumers’ positive attitudes leading to actual purchase and consumption behaviors.

The current study for the first time examines the attitude-behavior gaps, proposes reasons behind these gaps, as well as connections between benefits and Eco-Apparel usage and disposal behaviors. In addition, the proposed framework is the first attempt to illustrate the relationships among gaps, connections, and consumption standards.

This study examines the relationship between green psychological benefits and green apparel purchase behavior using stimulus–organism–response (S-O-R) theory and a serial multiple mediation model.

Data were collected from 250 Lithuanians using a standardized questionnaire. Convergent and discriminant validity analyses were performed to ensure validity and reliability, and variable relationships were assessed using structural equation modeling.

The findings revealed utilitarian environmental benefits and warm glow benefits positively impacted Generation Z's (Gen Z's) attitudes toward green apparel. In contrast, the self-expressive benefits had no effect. In addition, attitude and purchase intention significantly predict green apparel purchase behavior. Attitudes and purchase intentions are crucial as serial mediators between green psychological benefits and green apparel purchase behavior.

These findings provide valuable insights for policymakers in Lithuania and highlight the importance of emphasizing the psychological benefits to encourage the purchase of green apparel. Moreover, policymakers and marketers should design apparel products that appeal to Gen Z, promoting green apparel adoption. By leveraging the stimulus–organism–response (S-O-R) theory, this research contributes to understanding pro-environmental behavior. It bridges the gap between attitudes, intentions and actual behavior in sustainable fashion research.

This study aims to examine the effect of social influence, environmental concerns and altruism on consumer purchase intention of eco-fashion (PIEF). In addition, this study, exploring the essential behavioral outcomes influenced in marketing, seeks to deepen the existing insight in this area.

To obtain the required data, the authors surveyed a group of people with previous experience in the purchase of eco-friendly apparel. The research hypotheses were tested using the structural equation modeling technique.

According to the results, social influence had the most significant impact on PIEF. Also, environmental concerns and altruism had a significant effect on PIEF. The results further indicated that eco-fashion purchase intention, in turn, influenced consumer willingness to engage in eWOM and pay a price premium.

The results of the present study guide marketing practitioners for the segmentation of target consumers, as the information on consumers’ natural needs and desires in a socio-cultural context is of significant use to fashion managers to understand their customers deeply. This information also helps them discover better ways of designing their marketing campaigns.

This paper contributes to research by advancing an understanding of how consumers make eco-fashion consumption decisions in purchasing apparel and provides businesses with managerial insights into devising marketing strategies to promote eco-fashion consumption, which facilitates fashion companies’ development of a sustainable fashion supply chain.

Este estudio examina el efecto de los factores influencia social, preocupación medioambiental y altruismo en la intención de compra de moda ecológica (PIEF) por parte de los consumidores. Además, este estudio, que explora los importantes resultados conductuales influenciados en el área del marketing, pretende profundizar en los conocimientos existentes en esta área.

Se encuesto a un grupo de personas con experiencia previa en la compra de ropa ecológica. Las hipótesis de la investigación se contrastaron con SEM.

La influencia social fue la que más influyó en el PIEF. Asimismo, la preocupación por el medio ambiente y el altruismo tuvieron un efecto significativo en el PIEF. Los resultados indicaron además que la intención de compra de moda ecológica, a su vez, influía en la disposición del consumidor a participar en el eWOM y a pagar un sobreprecio.

Los resultados del presente estudio orientan a los profesionales del marketing en la segmentación de los consumidores objetivo, ya que la información sobre las necesidades y deseos naturales de los consumidores en un contexto sociocultural es de gran utilidad para que los gestores de la moda conozcan en profundidad a sus clientes. Esta información también les ayuda a descubrir mejores formas de diseñar sus campañas de marketing.

El artículo contribuye a la investigación al avanzar en la comprensión de cómo los consumidores toman decisiones de consumo de moda ecológica en la compra de prendas de vestir y proporciona a las empresas ideas de gestión para diseñar estrategias de marketing que promuevan el consumo de moda ecológica, lo que facilita a las empresas de moda el desarrollo de una cadena de suministro de moda sostenible.

环境关注和利他主义等因素对消费者购买环保时装意向（PIEF）的影响。此外, 这项研究探讨了在营销领域有影响的重要行为结果, 试图深化这一领域的现有见解。

我们调查了一组有购买生态友好服装经验的人使用结构方程模型（SEM）方法对研究假设进行了检验。

社会影响对PIEF的影响最大。此外, 对环境的关注和利他主义对PIEF也有重大影响。结果进一步表明, 环保时装的购买意向反向影响了消费者参与eWOM和支付价格溢价的意愿。

且结果只限于环保时装消费。

本研究的结果为营销从业者提供了关于细分目标消费群体的指导。消费者在特定社会文化背景下的自然需求和欲望等信息对于时尚经理人深入了解他们的顾客来说有重要作用, 而这些信息也有助于他们探索更好地设计营销活动的方法。

为企业提供了设计促进环保时装消费的营销策略的管理建议。这促进了时尚公司发展可持续时尚供应链, 为该领域研究做出了贡献。

Previous studies regard purchasing of environmentally friendly clothing (EFC) as a subset of environmental behavior. However, like all clothing, EFC also reflects a consumer's fashion choices, and the many variables that influence EFC purchase decisions must be understood for apparel companies to effectively market eco‐friendly products. Therefore, the purpose of this paper is to identify whether fashion and shopping orientation are determinants of EFC purchase intention.

A survey was conducted to examine the effects of fashion orientation, shopping orientation, and environmental concern and eco‐friendly behavior on purchase intention of EFC. A total of 329 usable questionnaires were collected from young female consumers aged 18‐25 years.

Factor analysis was used to evaluate both independent variables – predictors: fashion orientation, shopping orientation, environmental concern, and eco‐friendly behavior – and the dependent variable – purchase intention regarding EFC. The findings from a series of linear regression analyses indicated that one fashion orientation factor, two shopping orientation factors, and three environmental concern and eco‐friendly behavior factors are significantly related to consumers' purchase intention regarding EFC.

The findings from this study are limited to young female consumers in the midwestern USA.

This study suggests that the apparel industry should provide an enjoyable retail environment to attract young EFC consumers.

Fashion and shopping orientation have not been utilized to explain consumers' purchase intention regarding EFC. This study suggests some effective marketing approaches to apparel companies, as well as strategies for developing successful sustainable apparel products that consumers will purchase.

The purpose of this paper is to establish the predictors of consumers’ annual monetary expenditures on clothing and footwear in Quito, the capital of Ecuador, a developing Latin American country.

The research followed an exploratory, sequential, mixed methods design. The first phase consisted of in-depth interviews with adult individuals. The second phase involved surveying a similar segment of the population.

The present study supports the importance of demographic and psychological factors as predictors. The study also identifies two new groups of predictors: consumers’ reception of used clothing and physical space at home and its management.

In addition to demographic variables, consumer panels that measure expenditures on clothing and footwear should include psychological measures of participants, particularly clothing involvement. Clothing manufacturers and retailers in developing countries should consider the impact of receiving used clothes by consumers. Because clothing buying and disposal behaviors are positively associated, companies should become more involved in their customers’ disposal behavior.

The contribution of the present study is twofold. First, it contributes to the understanding of clothing and footwear expenditures by considering the individual consumer as a unit of analysis. Furthermore, it provides insights into this behavior from a little-studied context.

Products that espouse environmental ethical principles have received increasing attention in recent years. However, one key barrier against sustainable consumption is that green attributes could result in consumer’s expectation of decreased product physical performance. This study aims to investigate how green attributes existing in different product categories affect consumer purchase intention.

Two experimental studies were conducted to test the hypotheses. Study 1 provides initial evidence of the interaction effects between green attributes and product category on consumer purchase intention. Study 2 replicates the findings of Study 1 and further tests a benefits-based mechanism in the relationship between green attributes and consumer purchase intention.

The findings show that in the utilitarian product category, products with green peripheral attributes result in a higher purchase intention than those with green core attributes, whereas, in the hedonic product category, products with green core attributes result in a higher purchase intention than those with green peripheral attributes. Furthermore, the authors demonstrate that green attributes, as universal sustainability cues predominantly affect consumers’ perceptions of utilitarian environmental benefits and self-expression benefits, which further enhance their purchase intention towards utilitarian products and hedonic products, respectively.

This study responds to the calls for more empirical studies into discussing the role of green attributes in consumer purchase intention. Furthermore, it uncovers a benefits-based mechanism that explains how green attributes existing in utilitarian product categories and hedonic product categories trigger consumers’ analysis of benefits, leading to positive consumer purchase intention.

This study aims to examine the influence of past environmental behaviour, green peer influence and green apparel knowledge on the subject of Indian consumers’ evaluation of the perceived benefits of green apparel.

Data was collected through a mall intercept technique in 10 cities across India.

Past environmental behaviour, green peer influence and green apparel knowledge had an impact on green apparel perceived benefits. Perceived benefits comprise of product attributes such as awareness of fair trade practices, the perceived value in buying fair trade clothes, and enhancement of self-image.

The research did not examine the impact of demographics and lifestyle on green apparel buying or the influence of product attributes such as quality, price and functional features in predicting consumers’ behaviour towards green apparel.

Green apparel manufacturers should focus on altruistic, physical and aesthetic product attributes. Green apparel can be marketed as a distinct product that communicates environment-friendly commitment. The social influence could be used to spread awareness about green apparel benefits.

There is little research on consumers’ perception of the benefits and value of green apparel in India. The study looks into altruistic and physical product features of green clothing and their role in enhancing an individual’s self-identity.

This study aims to examine cosmopolitanism, global social identity, green peer and social media on green apparel knowledge and sustainable fashion perception. Further, it explored the mediating effect of green apparel knowledge and sustainable fashion perception on behavioral intentions and electronic Word-of-Mouth (eWOM).

Data was collected through a mall intercept method across five cities adjoining the national capital region in India.

The results indicated that social identification with online (social media) and offline (cosmopolitanism, global self-identity and green peer influence) groups predicted Indian consumers’ perception of sustainable fashion, behavioral intentions and eWOM.

A better discernment between social identity versus self-identity and social media influence versus peer influence may be considered in future studies.

Sustainable fashion designers can use social media to create awareness and promote sustainable apparel. The information about novelty, design and style attributes of sustainable fashion can help overcome the skepticism regarding sustainable clothing.

This study extends the earlier research on online and offline influences by examining their role on green apparel perception, purchase and eWOM.

Communication about sustainability in fashion is complex. While fashion businesses have increasingly sought to manage their sustainability practices, their understanding of how to communicate about sustainability persuasively remains limited. The authors argue that a key problem with a firm’s efforts in communicating about sustainability is that it is a psychologically distant issue for both businesses and stakeholders. This paper aims to apply construal level theory to explore managers’ construal level in shaping communication about sustainability.

The paper used a two-phase qualitative methodology. Phase one involved undertaking interviews with ten managers in fashion firms to address communications about sustainability in the UK. In phase two, 16 consumers interpreted and reflected on the persuasiveness of communications about sustainability encompassing both concrete and abstract forms of messaging.

The authors identify the factors driving different approaches to communication (concrete and abstract) depending on the construal levels of managers, managers’ perceptions of the construal level of target stakeholders and the perceived authenticity of the sustainability claim. The paper highlights the conditions under which the (mis)match with the brands’ sustainable practices works in crafting communication. The authors also highlight three main communication strategies in responding to the complexity of sustainability in fashion ecosystems: amplification, quiet activist and populist coupling.

As an in-depth qualitative study, the authors seek to expose an under-researched phenomenon, yet generalisations both within the fashion industry and beyond are limited by this focus.

Fashion managers need to be flexible and evaluate how their communications about sustainability affect stakeholders’ evaluations of their brands. As sustainability in fashion brands grows, concrete and specific sustainability messaging may be necessary to improve sustainable behaviours.

The prevailing literature encourages symbiosis between sustainability practices and communications; such relationships are rare, and studies outside the consumer perspective are also rare. To the best of the authors’ knowledge, this exploratory study is the first to understand how managers’ construal level influences decisions around communications about sustainability in fashion and how these messages are perceived by consumers.

Based on the learning and attitudinal theories, this study aims to investigate the direct effect of two type of experiences, attitude and the indirect impact of fashion innovativeness, materialism and financial pressure on Generation Z’s secondhand clothing (SHC) purchase intention.

A total of 180 usable surveys were gathered from Generation Z participants and analyzed by a partial least-square-structural equation model.

The results show that attitude (SHC hygiene vs SHC fashion style) and past experiences (daily use occasion vs particular use occasion) directly affect SHC purchase intention. Furthermore, materialism, financial pressure and innovativeness drive attitudes toward SHC fashion style.

This study extends the current SHC literature by integrating two dimensions of experience (daily use occasion vs particular use occasion) and attitude (attitude toward SHC hygiene vs attitude toward SHC style).