..., the relationship between motivation and behaviour was predicted to be weaker. The author's data sample of 376 consumers validated the hypotheses. Findings This article contributes to the field of sustainable fashion retail consumption in three ways: (1) it reveals that the expensive cost of sustainable fashion...

... experience in general decreases the effects of PIFs. Design/methodology/approach The authors conducted a scenario-based experiment with a one-factorial between-subjects design. The six most common PIFs of an international leading online fashion retailer are operationalized and tested against a control...

... (professional model or nonprofessional model) on consumers' perceived amount of information and approach behaviour within two online retailing contexts (website stores or webcast studio). Fashion retailing Fashion model Approach behaviour Perceived amount of information Experiment Online retailing...

... the fashion retailers, online marketing researchers and experts understand the importance of terminal and instrumental values in increasing fashion consciousness, leading to strategically design campaigns for promoting and instigate consumers’ positive behavioural intentions in the best interest of the online...