... to purchase (ITP) and intention to recommend (ITR) sustainable fashion brands through positive emotions (PEM) and psychological ownership (PO). Design/methodology/approach A quantitative cross-sectional approach was used to test the hypotheses. This study collected primary data from 373 active Instagram...

... value Consumer mindfulness Purchase intention Luxury Sustainable fashion Although luxury apparel brands actively promote the concept of sustainability, notable disparities exist in consumers' willingness to purchase sustainable luxury apparel; sales of sustainable luxury product lines often lag...

...Md. Rafiqul Islam Rana; Hanna Lee Purpose This study aims to examine how various sociopsychological factors influence consumers' intention to switch from unsustainable mass-market fashion to sustainable fashion consumption, using the Push–Pull–Mooring (PPM) framework. Specifically, it investigates...

...Shengjie Shui; Chengye Ji; Zhen Yang; Qiaoling Zhang Purpose This study elucidates the affective, cognitive, and value-based mechanisms underlying sustainable fashion content marketing. It proposes an integrated Stimulus-Organism-Response (S-O-R) and Uses & Gratifications (U&G) framework...

...Vina Mohammed; Nathalie Veg-Sala Purpose This article aims to examine how responsibility for sustainable fashion governance is distributed across corporate, societal and governmental actors within existing sustainable fashion research and what this distribution reveals about the structure...

... Publishing Limited 2026 Emerald Publishing Limited Licensed re-use rights only Sustainable fashion Slow fashion Fashion in South Korea Micro-factories The fashion industry is one of the most environmentally impactful sectors globally, contributing significantly to pollution throughout...

... exposure to willingness to pay. Design/methodology/approach A pretest validated realistic stimuli. Across two experimental studies, we evaluate the effects of Type I eco-labels and sustainability indices on willingness to pay a premium for sustainable fashion products, with perceived brand agency...

...Veronica Campian; Ioana Iancu Purpose 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...

... framework to the second-hand fashion context. The findings provide actionable insights for retailers aiming to better align their marketing tactics with GenZ’s preferences and contribute to the broader literature on sustainable fashion consumption. GenZ constitutes a substantial and increasingly...

... at: ktaufique@brookes.ac.uk 28 08 2024 06 04 2025 20 06 2025 12 08 2025 © Emerald Publishing Limited 2025 Emerald Publishing Limited Licensed re-use rights only Collaborative consumption Consumption and environment Green marketing Sustainable fashion Systematic...

... not automatically turn into consumption behaviors. Specifically, the DoI factors incentivize environmentally concerned consumers who hesitate to commit to sustainable fashion (SF) consumption, helping achieve measurable results in SF consumption. Originality/value Drawing upon the DoI theory, this research...

... clothing Sustainable fashion Symbolic meanings Theory of practice Consumer culture theory The quest for sustainability is not just a macro-level call by governments and international organizations but is also reflected in much academic research. To date, research on sustainable development has...

...Tereza Blazkova; Esben Rahbek Gjerdrum Pedersen; Kirsti Reitan Reitan Andersen Purpose This study aims to deepen the understanding of what stakeholders talk about when it comes to sustainable fashion on social media and how. Sustainable fashion is a broad umbrella term, which can distract...

...Abdelsalam Busalim; Theo Lynn; Charles M. Wood Purpose Despite increasing awareness among fashion consumers about the positive environmental and societal impacts of sustainable fashion as a viable alternative to fast fashion, their actual adoption behavior often diverges. This study aims...

...Luiza Gonçalves Ferreira Nicolau; Juliana Maria Magalhães Christino; Érico Aurélio Abreu Cardozo; Frederico Leocádio Ferreira Purpose Sustainable fashion encompasses principles of ethical production, fair trade, and the use of organic materials. This study explores the antecedents influencing...

... Sustainable fashion Norm activation theory Purchase behaviour Water conscientiousness Water scarce markets The ascent of fast fashion apparel has profoundly reshaped how consumers perceive fashion consumption, leading to the troubling phenomena of compulsive buying and excessive apparel consumption...

..., TRA provides a framework to explain how consumer perceptions of green products affect their attitude toward these products and their purchase intention (Hartmann and Apaolaza-Ibáñez, 2012 ; Reimers et al., 2016). Sustainable fashion Green clothing Symbolic meanings Purchase...

...Shelley Haines; Omar H. Fares; Myuri Mohan; Seung Hwan (Mark) Lee Purpose This study aims to examine YouTube comments relevant to sustainable fashion posted on fashion haul videos over the past decade (2011–2021). It is guided by two research questions: (1) How have sustainable fashion-related...

...Nazan Okur; Canan Saricam; Aleyna Rumeysa Iri; Irem Sari Purpose The purpose of this study is to assess the impact of Covid-19 on sustainable fashion consumption behavior by proposing a conceptual framework combining consumer-specific factors and product-specific factors with a special emphasis...

... compared to buying new western branded luxury items and (2) the ability of pre-owned and vintage fashion to allow the wearer to create a unique personal style. While Vietnamese consumers and retailers associate “sustainable fashion” with various, often unrelated concepts, the impact of global and local...