Descriptive, reliability and validity statistics
| Construct | Scale items | Source | Mean | Item-total correlation | Cronbach's alpha |
|---|---|---|---|---|---|
| Ideological incompatibility | Sustainable fashion makes the world's fashion look the same | Kim et al., 2013; Yoon et al., 2020 | 3.852 | 0.726 | 0.860 |
| Sustainable fashion is not consistent with my culture | 3.984 | 0.715 | |||
| Sustainable fashion ruins my fashion beliefs | 3.865 | 0.637 | |||
| Sustainable fashion is against my values | 3.831 | 0.749 | |||
| Unmet expectations | Quality of sustainable fashion is not good enough | Kim et al., 2013; Colucci and Scarpi, 2013 | 4.04 | 0.673 | 0.914 |
| Price of sustainable fashion is too high | 4.34 | 0.582 | |||
| Sustainable fashion lacks in style | 3.98 | 0.568 | |||
| Sustainable fashion lacks in uniqueness | 4.02 | 0.684 | |||
| 4.52 | 0.670 | ||||
| Symbolic incongruence | Sustainable fashion makes it hard for me to express my personality | Lee et al., 2009; Kim et al., 2013. | 3.594 | 0.576 | 0.731 |
| Sustainable fashion does not enhance my self-identity | 3.882 | 0.685 | |||
| Sustainable fashion styles are dull | 3.650 | 0.770 | |||
| Sustainable fashion does not support my fashion style | 3.850 | 0.667 | |||
| Materialism | I admire people who buy trendy fashion | Kim and Jang, 2014; Lang and Armstrong, 2018 | 4.22 | 0.711 | 0.933 |
| The way I dress say a lot about how I am doing in life | 3.88 | 0.699 | |||
| I like to buy fashion that impress my peers | 4.35 | 0.712 | |||
| It gives me pleasure to try various fashion styles | 4.22 | 0.745 | |||
| I value possessing latest fashion | 4.28 | 0.750 | |||
| Sustainable fashion avoidance intention | I intent to avoid buying sustainable fashion | Krishnamurthy and Kucuk, 2009 | 3.752 | 0.588 | 0.836 |
| I plan to avoid buying sustainable fashion in future | 3.696 | 0.680 | |||
| I intent to expend more effort looking for fast fashion | 3.761 | 0.707 | |||
| I intent to buy fast fashion each time I shop | 3.826 | 0.695 | |||
| Sustainable fashion avoidance behaviour | I buy fast fashion every time I go for shopping | Thompson and Zeynep, 2006 | 3.088 | 0.757 | 0.838 |
| I avoid buying fashion labelled as sustainable | 3.090 | 0.654 | |||
| I refuse to buy sustainable, instead I opt fast fashion | 3.411 | 0.652 | |||
| I always prefer to buy fashion | 3.139 | 0.648 |
| Construct | Scale items | Source | Mean | Item-total correlation | Cronbach's alpha |
|---|---|---|---|---|---|
| Ideological incompatibility | Sustainable fashion makes the world's fashion look the same | 3.852 | 0.726 | 0.860 | |
| Sustainable fashion is not consistent with my culture | 3.984 | 0.715 | |||
| Sustainable fashion ruins my fashion beliefs | 3.865 | 0.637 | |||
| Sustainable fashion is against my values | 3.831 | 0.749 | |||
| Unmet expectations | Quality of sustainable fashion is not good enough | 4.04 | 0.673 | 0.914 | |
| Price of sustainable fashion is too high | 4.34 | 0.582 | |||
| Sustainable fashion lacks in style | 3.98 | 0.568 | |||
| Sustainable fashion lacks in uniqueness | 4.02 | 0.684 | |||
| 4.52 | 0.670 | ||||
| Symbolic incongruence | Sustainable fashion makes it hard for me to express my personality | 3.594 | 0.576 | 0.731 | |
| Sustainable fashion does not enhance my self-identity | 3.882 | 0.685 | |||
| Sustainable fashion styles are dull | 3.650 | 0.770 | |||
| Sustainable fashion does not support my fashion style | 3.850 | 0.667 | |||
| Materialism | I admire people who buy trendy fashion | 4.22 | 0.711 | 0.933 | |
| The way I dress say a lot about how I am doing in life | 3.88 | 0.699 | |||
| I like to buy fashion that impress my peers | 4.35 | 0.712 | |||
| It gives me pleasure to try various fashion styles | 4.22 | 0.745 | |||
| I value possessing latest fashion | 4.28 | 0.750 | |||
| Sustainable fashion avoidance intention | I intent to avoid buying sustainable fashion | 3.752 | 0.588 | 0.836 | |
| I plan to avoid buying sustainable fashion in future | 3.696 | 0.680 | |||
| I intent to expend more effort looking for fast fashion | 3.761 | 0.707 | |||
| I intent to buy fast fashion each time I shop | 3.826 | 0.695 | |||
| Sustainable fashion avoidance behaviour | I buy fast fashion every time I go for shopping | 3.088 | 0.757 | 0.838 | |
| I avoid buying fashion labelled as sustainable | 3.090 | 0.654 | |||
| I refuse to buy sustainable, instead I opt fast fashion | 3.411 | 0.652 | |||
| I always prefer to buy fashion | 3.139 | 0.648 |
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