... identified as sustainable, generating positive word of mouth due to the self-signalling benefits of sustainable fashion. In contrast, respondents in fast fashion conditions reported feeling “cheap” or “regular” when owning the item, highlighting perception differences between sustainable and fast fashion...

...Lamberto Zollo Purpose This paper aims to propose a multilevel framework of fashion consumer ethics that unpacks how ethical consumers publicly express their identity through sustainable fashion (SF). The author explores SF’s cognitive, relational and contextual dynamics, highlighting how attitude...

... Trait theory Sustainable fashion In particular, Busalim et al. (2022) recently called for a greater understanding of consumers’ attitudes and behaviours towards sustainable fashion since previous studies are both fragmented and inconclusive. Notably, literature emphasised the need...