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Aim of this study is to examine how environmental concern and perceived consumer effectiveness (PCE) mediate the effect of consumer optimism and pessimism on Generation Z's intention to purchase sustainable clothes.

A survey was administered to 247 Gen Z students using a quantitative methodology. Structural equation modeling was used for hypothesis testing.

The examination of findings provides support for the idea that both optimism and pessimism have a direct impact on environmental concerns and perceived consumer effectiveness. Additionally, it reveals that environmental concerns and perceived consumer effectiveness play a positive role in influencing sustainable clothing purchases.

This study is one of the first marketing studies to explore the relationship between personality traits, environmental concerns and the intention to purchase sustainable clothing, providing insight into their relationship.

Some methodological limitations impact the contributions of this cross-sectional investigation. It only tested a few variables predicting the intention to purchase sustainable clothing.

This research provides decision-makers, including marketers, with insights on leveraging dispositional traits to increase consumers' purchase intention of sustainable clothing.

Environmental concerns and PCE have a positive effect on sustainable clothing purchases, which are influenced by both optimism and pessimism.

The purpose of this study is to draw from sustainable social innovation theory and the Consumer styles inventory (CSI) instrument to examine secondhand clothing consumption habits for Russia. The secondhand market is the logical outcome of efforts to adopt resale as a facet of sustainable social innovation, with which to drive sustainable decision-making and socially responsible marketing in the secondhand high-end clothing market. Resale represents the cornerstone of business model innovation (BMi) for the retail sector, offering substantial opportunities for retailers who understand changes in consumption behaviour. More cost-effective and arguably greener, the sale of secondhand clothing is expected to be double the volume of fast fashion by 2030 but it remains an understudied field of research in the literature relating to the fashion industry.

Hypotheses are developed from the existing literature. Survey methodology is used to collect data from 250 Russian consumers in the city of Petersburg. The objective is to test the veracity of CSI shopper orientations, focusing on nascent motivations for high-end branded secondhand clothing, to examine sustainable social innovation and resale in an emerging market.

Four new shopping orientations are identified. Based on the empirical data, the authors suggest that five (out of the original eight CSI shopping orientations) are of internal statistical relevance, and that our new orientations are relevant for not only this market, but for neighbouring Eastern European countries too. The findings reflect postmodern evolution in behavioural motivations for Russian consumers, that can inform retail strategy in terms of BMi consumer for harnessing opportunities offered by sustainable social innovation and resale.

Whilst the CSI has been widely used, research for Eastern Europe is limited. Understanding the shopping orientations for sustainable alternatives to newly produced clothing has theoretical and practical implications for improving circularity, post-war entry strategies and countries facing economic downturn. This study contributes novel insights by examining consumer decision-making and shopping orientations in an emerging market.

This study examines consumer behaviour based on product sustainability and brand luxury. The purpose is to provide strategic suggestions to apparel companies attempting to invest in sustainable development of plastic clothing, as well as implications for marketing and sustainability research.

Consumer brand attitude and purchase intention towards sustainable plastic clothing are examined across material types, brand luxury levels and price levels from 315 valid samples collected in Japan.

The results reveal that sustainable plastic clothing raises brand attitude, indirectly influencing purchase intention. However, the direct effect of sustainable clothing on purchase intention is contradictorily negative. These contradictory effects are especially significant when brand luxury is high. Both brand attitude and purchase intention hardly vary across price levels or material types of sustainable plastic, such as post-consumer bottles versus apparel.

The results imply that sustainable products are not instantly profitable but contribute to a desirable brand association, especially for luxury brands. An investment in costly closed-loop technology for apparel recycling is found to be commercially disadvantageous. Managers are suggested to discuss this aspect carefully, since it seems partially unprofitable, while sustainable management seems to comprehensively contribute to overall enterprise performance.

The study specifically reveals the luxury effect enhancing, yet contradictory, consumer behaviour towards sustainable plastic clothing. To the best of the author’s knowledge, few studies have examined the relationships between these elements. Furthermore, the study sheds new light on consumer behaviour across recycled plastic types from a marketing perspective.

The purpose of this paper is to identify whether fashion leadership is an obstacle or catalyst to consumers’ purchasing intention in sustainable clothing product-service systems (CPSS), which include sale of redesigned clothing, clothing repair/alteration service, clothing renting, clothing swapping and style consultancy service.

The present study examined the causal relationship between fashion leadership and intentions to engage in CPSS. By applying the theory of planned behavior (TPB), this study also considered self-interest and social values in consumers’ intention to adopt CPSS. A series of multiple regression analyses and structural equation modeling were conducted on data collected from 431 females in the USA through an online survey.

A significantly positive influence of fashion leadership on consumers’ intention to engage in each CPSS retail model was found; and demographics, including age, income and education have moderating influences on these relationships. Furthermore, the results also confirmed positive relationships between fashion leadership with attitude and subjective norms as well as overall intention to adopt CPSS. Several implications related to the present study were discussed.

This study is the first of its kind in several aspects; first, affirming the argument that fashion need not contradict sustainability; second, extending TPB model by adopting fashion leadership as the external factor; third, providing new CPSS retail models advocating less material consumption by increasing product longevity and utilizing intangible services. Current studies mainly focus on the synthesis of general benefits of product-service systems (PSS) and how PSS are operated. Existing studies on CPSS primarily focus on consumer preferences and motivations in only a few exploratory qualitative studies. This is the first time that a quantitative study has been conducted to determine the interrelationship between the individual personal characteristic, fashion leadership and the intention to adopt PSS in the clothing industry.

The objective of this paper is to synthesise the published literature on consumer awareness and acceptance of Sustainable Fashion (SF) and highlight that sustainability decisions taken across procurement, designing, manufacturing and retailing must include the consumer perspective of SF.

Systematic Literature Review (SLR) on sustainable fashion combined with consumer behavior was conducted. The study approach involved descriptive analysis, content analysis and theoretical analysis in the first section. The later sections focus on sustainability practices across the apparel supply chain that can foster acceptance of sustainable fashion.

In this review paper, five solutions that are typically used for leveraging consumer awareness and acceptance towards sustainable fashion are identified from the latest research papers: (1) attention to micro-sensitive factors (2) shared responsibilities (3) repositioning sustainable fashion for larger audience (4) positioning conscious fashion and (5) unified approach. These solutions are proposed as most important for achieving success in sustainable production and sustainable consumption (SPSC) for the fashion industry. Further, suggestions for how to embed sustainability related business decisions across sourcing, designing, manufacturing, distribution and recollection and retailing are also provided.

Through this research, a clear view emerges of the progression of publication and where future research should be directed to popularise sustainable fashion among consumers. Research findings and proposed solutions will be valuable inputs for brand managers, marketers and retailers as they conceive new plans and make decisions about addressing sustainability challenges in textile and apparel manufacturing firms.

This is a first of its kind of study on sustainable fashion that highlights the importance of understanding consumer behaviour in influencing sustainability decisions required across sourcing, designing, manufacturing and retailing to achieve substantial economic advantages in the fashion industry. End-to-end supply chain processes (i.e. procurement, design, manufacturing, marketing and retailing) are considered to identify several factors that influence consumer behavior in favor of sustainable fashion throughout the supply chain.

The purpose of this study is to expand the existing knowledge on fashion consumption in general and age/gender effects on clothing choice in particular. This study was undertaken to empirically examine the importance of various sustainable and non-sustainable apparel cues, as well as the functional, aesthetic, symbolic, financial, environmental and social/ethical aspects of clothing. Although Poland's economy has been transformed remarkably over the last decade, there is still a paucity of empirical research focusing on this area has been conducted.

A self-administered online survey was employed for this study. Twenty product cues (10 non-sustainable cues and 10 sustainable), eight items of ‘environmental commitment and behaviour’ measuring scale and demographic questions were used for data collection and empirical testing.

A total of 288 useable surveys were collected for analysis. The results revealed that many Polish consumers would not purchase a sustainable or ‘green’ product if it did not provide enough aesthetic, functional and financial benefits to satisfy their needs and aspirations. Women were more reliant on garment fit and style than men. Our findings underscore several meaningful implications and useful information. Sustainable fashion is not merely about environmental, social and ethical benefits, but their aesthetic, functional, symbolic and financial values must be factored in as well.

There is limited empirical research examining the age and gender effects in relation to sustainable and non-sustainable apparel cues. Unlike many previous research that only focused on one dimension or single aspect of clothing (e.g. aesthetic/hedonic attribute or functional/utilitarian attribute).

The aim of the study is to analyse negotiations about ownership and style in access-based apparel related to processes of identity construction.

The study applies a qualitative and interpretative method and relies on semi-structured depth interviews and focus group interviews with clothing library users as the main data source. The conceptual context of this paper is that of consumer culture theory approaches to consumer identity construction and the role of object ownership in consumer identity projects.

The empirical analysis highlights how processes of consumer identity construction related to symbolic values of clothing and self-possession mechanisms related to ownership are negotiated in encounters with access-based types of fashion consumption with effects on potential consumer adoption of access-based forms of consumption. The findings are structured in six analytical themes.

There are several aspects of this research which are of relevance to the sustainability agenda and which have societal implications. Identity has been identified, in previous research, as a key conceptual tool for exploring, predicting and deepening the understanding of pro-environmental and sustainable behaviours. As such, if the aim is to strengthen the commitment of societies to environmental and sustainable behaviours, then this will require greater knowledge of consumers' identities and meaning-making processes. This is a challenge, not least in terms of recognizing the barriers identified in this study as relating to issues of consumer identity construction.

This study reveals multiple possibilities as well as barriers for implementing collaborative apparel consumption schemes in a fashion and apparel context. Some of the barriers might be explained by clothing's emotional character and close relationship to identity formation. Furthermore, the participants questioned whether access and renting services could substitute the meanings of owning. In conclusion, the authors argue that clothing may be a challenging type of goods to integrate in liquid forms of consumption and findings point out complexities amongst fashion-conscious consumers regarding meaning and identity values of collaborative apparel consumption. Theoretical contributions of an interpretative consumer identity approach for understanding barriers as well as possibilities for consumer adoption of access-based fashion are developed in the concluding sections of the article.

The purpose of this paper is to explore factors affecting secondhand clothing acquisition among a sample of US female consumers based on an economic perspective.

This research is descriptive in nature, utilizing a survey of 500 US female consumers to explore relationships between five modes of secondhand clothing acquisition and selected consumer characteristics. Logistic regression was used to analyze the data.

The significant variables were income, age, number of toddlers and children ages 6-17 present in households, and sewing and repair skills. Income was found to be negatively related to purchasing secondhand clothing, suggesting that consumers view used clothing as an inferior good. Consumers in Gen Y were more likely to be involved in various means of secondhand clothing acquisition, holding income constant, than Baby Boomers.

Overcoming the stigma of inferiority associated with secondhand clothing, encouraging repair skills, and the repair of clothing, reaching out to consumers to build on their interest in DIY projects, and utilizing new technology (e.g. apps for sharing clothes) are practical implications.

The paper examined multiple modes of clothing acquisition rather than a single mode, and contributes insight regarding the economic concept of secondhand clothing as an inferior good.

The purpose of this paper is to investigate the knowledge content on green fashion and the expectations regarding the sustainable supply chain held by consumers and shared within online communities. In sustainable and eco‐sectors, the supply chain is of outmost concern for consumers, as most benefits derived from the eco‐purchase are linked to the green and ethical credentials of the supply chain.

A netnographic approach is used. Discussions on green fashion were collected in two green fashion forums over two periods (2007‐2008 and 2010‐2011) and were content analyzed.

Results show a switch in knowledge content between the two periods, from a focus on sustainability to a focus on fashion. Also, there is an evolution in the nature of knowledge content, being initially subjective and becoming more objective and showing expertise during the last period studied. As the communities gain maturity, members are interested in sharing precise knowledge on a variety of aspects linked to the sustainable supply chain, including fabric, materials, manufacturing processes, transportation, distribution, and recycling or re‐use of fashion items. In addition, the role of the members evolves toward educating newcomers and sustaining the development of the green fashion sector.

This research contributes to the field by offering an original perspective on the green fashion supply chain and consumer vision of the industry, through the point of view of major actors and online communities. It advocates for a consumer orientation in the building of sustainable fashion supply chains.

The purpose of this study was to explore whether a “value-action gap” exists between what members of the adolescent Generation Z (Gen Z) cohort value and how they act by investigating their actions related to sustainable and responsible fashion consumption (SRFC). Specific focus was placed on understanding these actions across the apparel consumption cycle, ranging from the acquisition, to use and disposal stages.

Forty-one members of Gen Z (20 males and 21 females) ranging in age from 15 to 18 participated in a total of seven focus groups.

Three emergent themes were identified and used to structure the interpretation: unintentionally sustainable, a knowledge conundrum and perceived barriers.

The majority of focus group participants were Caucasian, and all were teenagers from a single geographical area in the Southeastern USA. Findings provided by this study offer insight regarding the SRFC habits of Gen Z relative to their concerns regarding sustainability and social and environmental responsibility.

Findings offer practitioners an opportunity to better understand how to address the needs of this generational cohort as they progress through adulthood.

Findings of this study investigate the value-action gap to offer insight into how adolescent members of Gen Z make consumption decisions, and specifically within a framework of the apparel consumption cycle as a whole, including acquisition, use and disposal. Findings also reveal some of their more general views on SRFC.