This study aims to enhance the theory of planned behavior (TPB) by incorporating reverse socialization to better understand sustainable fashion consumer behavior. Children's exposure to environmental issues equips them to influence family decisions and promote pro-environmental consumption and sustainable fashion. Additional variables explored are prior sustainable behavior, perceived importance of sustainability and sustainable fashion, and relevant knowledge.
An online opinion survey (N = 252) was conducted. The questionnaire was created using Qualtrics XM software and distributed through the Prolific database (prolific.com), chosen for its diverse and readily available participant pool. The survey was in English, with participants from the United Kingdom (78.2%) and the United States (21.8%).
The results emphasize that attitudes on sustainable fashion and the previous sustainable behavior are significant predictors of the intention to buy sustainable fashion. Contrary to expectations, reverse socialization does not influence buying intentions. Additional tests reveal that reverse socialization is significantly influenced by subjective norms and sustainable behaviors. The findings enhance theoretical knowledge by expanding the variables that explain buying intention in the sustainable fashion domain.
The paper builds upon earlier studies regarding sustainable fashion purchases by addressing existing gaps in literature. First, while prior research predominantly examines the influence of parents on their children, this study adopts a reverse perspective, exploring how children can encourage pro-environmental behavior in their parents. Limited research has investigated the significant impact children have on enhancing their parents' environmental awareness and literacy, emphasizing their potential as catalysts for attitudinal and behavioral shifts within families, particularly concerning sustainability. Second, by combining reverse socialization with TPB and other additional variables, the study achieves a deeper understanding of the key determinants of sustainable behavior.
