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This research considers new and unexplored explanations of why consumers continue to engage in environmentally damaging, fast fashion consumption. It explains why rational arguments alone do not prevent fast fashion consumption or encourage consumers to move toward greater adoption of sustainable fashion consumption behaviours.

This research compared the effects of a “neutral” control and an “intrasexual rivalry” experimental condition on: (1) likelihood to buy, and (2) willingness to pay, of frequent female fast fashion shoppers (N = 184).

Women use fast fashion as a conspicuous signal to other women, although this is not necessarily why they waste fast fashion purchases. Mating motives appear to produce a significant increase in fast fashion buying behaviour with women feeling intrasexual pressure to engage in consumption, and utilising consumption themselves as a self-promotion strategy.

Retailers tackling wasteful fast fashion consumption can demonstrate that sustainable consumption provides a superior conspicuous signal to fast fashion consumption, instead of solely using rational messaging.

Grounded in evolutionary psychology, this study uses three theories of intrasexual rivalry, conspicuous consumption and conspicuous waste to understand how both the volume and variety of fast fashion consumed are used as conspicuous signals in a mate attraction context.

The purpose of this paper is addressing the negative environment and social impacts of the fashion industry that has emerged as a major societal challenge in the last century; however, people continue to over-consume and over-waste textile products in the form of fashion garments. More research is required to understand how fashion consumption connects with perceptions of sustainability and sustainable action by individual consumers.

This paper surveys 501 Australian and New Zealand consumers, on their fashion purchasing habits, and the role of sustainability in their fashion consumption behaviour.

The study found a relationship between higher levels of garment consumption and increased focus on sustainability in fashion choices. This finding is significant, as it suggests that fashion over-consumers are still mindful of the sustainable impacts of their consumption, and are motivated towards reducing that impact, despite not reducing their volume of consumption.

The study indicates the importance of a continued focus on transparency and traceability of fashion products in Australasia, as some over-consumers use this information to make better choices in the purchase situation, as opposed to acting on a general call to reduce consumption.

The main purpose of this study is to investigate the mediating role of fashion clothing involvement in the relationship between body appreciation and maladaptive consumption, namely fashion-oriented impulse and compulsive buying. The second purpose of this study is to investigate if this mediation varies based on gender.

A quantitative approach was adopted in this study, and data were collected via Amazon Mechanical Turk from 255 consumers located in the U.S. aged 18 and above. The collected data were analyzed using the least partial square and multi-group analysis of the structural equation model.

The results revealed that the relationship between body appreciation and maladaptive consumption is established through fashion clothing involvement. Results also showed that the mediating role of fashion clothing involvement in this relationship does not significantly differ across gender.

This study reports the fully mediating role of fashion clothing involvement in the relationship between body appreciation and maladaptive consumption, highlighting the importance of studying positive body image in the context of fashion and consumption. While previous research findings indicate the negative consequences of negative body image, this research reveals that positive body image can also lead to negative outcomes through possible mediators. Furthermore, this study finds fashion clothing involvement does not differ in mediating the relationship between body appreciation and maladaptive consumption behavior based on gender.

With the growing market for luxury fashion rental, we aim to examine how renting luxury fashion is related to consumers' construction of the material self, based on material self-framework. We propose that consumers adopt luxury fashion rentals to construct and manage the personal and social aspects of the material self and that their belief in brand essence facilitates the mechanism.

A total of 296 responses of US female participants collected from Cloudresearch were analyzed to test the relationships between constructs in the proposed model.

The results, using structural equation modeling analysis, supported the expected relationships. Specifically, whereas the social material self directly increased adoption intention, the personal material self indirectly increased such intention via the belief that rented luxury items preserve brand essence.

Our findings advance the literature by showing how the self is constructed and managed in collaborative luxury fashion consumption, from self-identity perspective. The current research reveals the important roles of two aspects of material self that respectively contribute to consumers' adoption of luxury fashion rentals.

This study empirically tests the material self theory in the context of luxury fashion rental and demonstrates the processes of how consumers regard a luxury fashion rental as a tool to construct their identity. This study not only validates the two-structure model of material self (social and personal), but also incorporate the role of brand essence in revealing how the two facets of material self differently facilitate luxury fashion rental adoption.

Despite the growing popularity of SHVL fashion, there is little empirical focus on the antecedent factors that influence consumers’ intention to purchase and recommend SHVL fashion. Drawing on insights from the stimulus–organism–response framework, this paper aims to investigate the motivational factors influencing the consumers’ attitudes and their intention to purchase and recommend SHVL fashion.

Primary data was gathered from 232 present customers of SHVL fashion products and analysed using the partial least square structural equation modelling.

Research findings show that eco-consciousness, treasure hunting, status consumption and the need for uniqueness were positively linked to intentions to purchase SHVL fashion through the intervening role of attitude. Attitude was positively linked with purchase intentions, which also positively influenced intention to recommend SHVL fashion.

The study findings assist brand managers in understanding how they can cater to the diverse needs of SHVL fashion consumers.

This research contributes significantly to the SHVL domain by examining core antecedents that motivate consumers’ intention to purchase and recommend SHVL fashion.

A pesar de la creciente popularidad de la moda de lujo vintage de segunda mano (SHVL), hay poco enfoque empírico en los factores antecedentes que influyen en la intención de los consumidores de comprar y recomendar moda de lujo vintage de segunda mano. Basándose en ideas del marco S-O-R, este documento investiga los factores motivacionales que influyen en las actitudes de los consumidores y su intención de comprar y recomendar moda de lujo vintage de segunda mano.

Se recopilaron datos primarios de 232 clientes actuales de productos de moda de lujo vintage de segunda mano y se analizaron utilizando el modelado de ecuaciones estructurales de mínimos cuadrados parciales.

Los hallazgos de la investigación muestran que la conciencia ecológica, la búsqueda de tesoros, el consumo de estatus y la necesidad de unicidad están vinculados positivamente con las intenciones de comprar moda de lujo vintage de segunda mano a través del papel intermediario de la actitud. La actitud se vinculó positivamente con las intenciones de compra, lo que también influyó positivamente en la intención de recomendar moda de lujo vintage de segunda mano.

Los hallazgos del estudio ayudan a los gerentes de marca a entender cómo pueden atender las diversas necesidades de los consumidores de moda de lujo vintage de segunda mano.

Esta investigación contribuye significativamente al dominio de la moda de lujo vintage de segunda mano al examinar los antecedentes clave que motivan la intención de los consumidores de comprar y recomendar moda de lujo vintage de segunda mano.

尽管二手复古奢侈品时尚（SHVL）日益流行, 但关于影响消费者购买和推荐二手复古奢侈品意图的前因因素的实证研究却很少。基于S-O-R框架的洞察, 本研究探讨了影响消费者态度及其购买和推荐二手复古奢侈品时尚意图的动机因素。

从232名现有二手复古奢侈品时尚产品的顾客中收集了主要数据, 并使用偏最小二乘结构方程模型（PLS-SEM）进行了分析。

研究发现, 环保意识、寻宝乐趣、地位消费和独特性需求通过态度的中介作用, 与购买二手复古奢侈品的意图正相关。态度与购买意图正相关, 购买意图也正向影响推荐二手复古奢侈品的意图。

研究结果帮助品牌经理了解如何满足二手复古奢侈品消费者的多样化需求。

本研究通过考察核心前因因素对消费者购买和推荐二手复古奢侈品时尚意图的动机的影响, 为二手复古奢侈品领域做出了重要贡献。

Sustainable fashion encompasses principles of ethical production, fair trade, and the use of organic materials. This study explores the antecedents influencing behavioural intentions to purchase sustainable fashion among Brazilian fashion consumers, utilising the Theory of Planned Behaviour (TPB) as a framework and examining the role of Eco-shame.

A survey involving 378 respondents was conducted, and structural equation modelling was applied to analyse the data.

The study revealed that Perceived Behavioural Control, Attitude, and Eco-shame significantly influenced Behavioural Purchase Intention toward sustainable fashion products. In contrast to prior research, Subjective Norms did not demonstrate a substantial influence on Behavioural Purchase Intentions.

Enhancing the generalizability of findings necessitates expanding the sample size and employing a probability sampling method for future research endeavours.

In the realm of sustainable fashion consumption, it is imperative to understand consumer behaviour shifts, particularly amid the prevalence of fast fashion. This research aims to bridge this knowledge gap and underscore consumers’ motivations for selecting sustainable fashion products.

This study makes a theoretical contribution by introducing Eco-shame as an extension of the Theory of Planned Behaviour to evaluate Behavioural Purchase Intentions toward Sustainable Fashion Products, an innovation that has been absent from prior literature.

This study aims to explore the influence of external factors and the characteristics of young Indian consumers on their behavioral intention toward fashion clothing rental (FCR), using the theory of reasoned action (TRA) as a theoretical framework.

This study used quantitative research methods, collecting data from 396 Indian participants, and tested the proposed hypotheses using PLS-structural equation modeling.

The results indicated that young Indian consumers' favorable attitudes toward FCR are mainly driven by perceived usefulness, novelty-seeking, fashion orientation, narcissism and environmental consciousness. These drivers, together with subjective norms, further lead to their intention to rent fashion clothing. This study also found that perceived risk has a negative impact on consumers' attitudes toward FCR, but minimalism does not significantly affect consumer attitudes.

By integrating additional constructs into traditional TRA, this study contributes to existing literature and provides insight for fashion retailers on the role of consumer characteristics in the adoption of FCR in emerging markets.

Large, influential and profitable young adults are being targeted for fast fashion that negatively impacts the environment. The transition from a fast to an environmentally friendly slow fashion is a challenging process and culturally dependent. The process starts with slow fashion idea adoption. Thus, the authors modified an information acceptance model (IACM) to examine information characteristics (idea/information quality, credibility, usefulness, source credibility) and consumer factors (need for idea and attitudes) impacting intentions to adopt the slow fashion idea in Canada, South Africa (individualists) and China (collectivists).

Cross-sectional data were collected from South African (n = 197), Chinese (n = 304) and Canadian (n = 227) young adults (18–35 years old) at universities in metropolitan cities. Partial least squares structural equation modeling was used to analyze the data.

The results show that while most information characteristics and consumer factors are vital for slow fashion attitudes and intention formation, information quality and trust in the sources were a problem in individualistic cultures as opposed to the collectivist culture. This finding confirms the greater tendency of collectivists to trust disseminated information on environmental issues. In all cultures, attitudes impacted idea adoption intentions. On testing IACM, the multigroup analyses showed no significant differences between young adults in the individualistic cultures. Attitudes mediated most relationships and were highly explained by IACM (South Africa, 49.6%; China, 74.5%; and Canada, 64.5%).

In emerging and developed markets, this study informs environmentalists and green fashion brands of information characteristics that can create positive attitudes and slow fashion idea adoption intentions among influential young adults.

The COVID-19 pandemic has brought dramatic life changes to consumers. From the perspective of fashion shopping, this study aims to provide an understanding of how consumers have coped with the pandemic to maintain their physical and mental well-being.

Utilizing an observational research method, this study extracted and analyzed text data from Twitter, focusing on fashion consumption-related tweets posted by consumers in May 2020. Content analysis was employed to reveal consumers' coping strategies during the pandemic.

Through fashion shopping, consumers have employed various strategies to cope with the problems incurred during the pandemic as well as the associated emotional stress. Specifically, problem-focused strategies included both active coping and restraint coping. Emotion-focused strategies included positive reinterpretation, acceptance, mental disengagement and seeking social support.

Theoretically, this study provides empirical evidence for the Coping Orientation to Problems Experienced (COPE) Inventory in the context of using fashion shopping as a venue to cope with a pandemic. Managerial implications are also provided for the fashion industry as well as human service providers to better prepare for future public health crises.

This study aims to explore the role of sustainable fashion knowledge in shaping individual sustainable responsibility within the dynamic landscape of the fashion industry from a novel perspective, by exploring the intricate interplay between sustainable fashion knowledge, emotional and spiritual sustainable capacities.

A quantitative study was used, and a causal model with partial least squares structural equation modeling was developed. A total of 211 valid responses were obtained, and data were analysed to confirm the proposed hypotheses.

The findings confirm the positive impact of sustainable fashion knowledge on individual sustainable responsibility, mediated by both spiritual and emotional sustainable capacities. This study underscores the significance of individuals in influencing societal norms, prompting fashion companies to adopt sustainable practices.

The proposed conceptual framework integrates insights from the emotional and spiritual knowledge dynamics. This study uncovers the pathways through which individuals contribute to a more sustainable society.

The study not only advances the understanding of sustainable fashion practices but also provides actionable insights for policymakers, businesses and individuals seeking to foster a culture of sustainability in the fashion ecosystem.