The aim of this research is to assess the impact of the motivational dimensions of slow fashion (exclusivity, equity, authenticity, functionality and localism) on environmental and socially sustainable consumption.
The necessary information to conduct the empirical analysis was obtained through an online survey administered to consumers of slow fashion. Data processing was carried out using the partial least squares structural equation modeling (PLS-SEM) technique.
The obtained results demonstrate that exclusivity and equity significantly influence environmentally and socially sustainable consumption. However, the results indicate that authenticity and localism only have a significant influence on socially sustainable consumption and not on environmental consumption. Furthermore, the findings also reveal that functionality has a significant impact solely on environmentally sustainable consumption.
This study is based on self-reported data collected from buyers aged between 18 and 29, commonly known as Generation Z. Future research could enhance the generalizability of the findings by conducting comparative studies involving other age groups, both older and younger, who are interested in sustainable fashion. Although existing literature suggests that this generation shows a stronger preference for products and brands that promote environmentally and socially responsible practices, broadening the scope to include other demographics could provide a more comprehensive understanding of sustainable fashion consumption.
The findings suggest the importance of developing value propositions that align slow fashion with motivational factors such as exclusivity and equity. Moreover, the practical nature of these motivational dimensions is evident in maximizing their effects on environmentally friendly behaviors, care behaviors and social responsibility. It is recommended to emphasize attributes of garment scarcity, durability, degree of personalization, provenance benefits and information on the company’s social responsibility to foster environmentally and socially sustainable behaviors.
This research contributes to a better understanding of the motivational dimensions that influence sustainable consumption measures and provides valuable information for managers in the fashion industry by clarifying the attributes that act as triggers from the consumer’s perspective.
