Consumers' Attitude Toward Socially Responsible Consumerism in the Sustainable Fashion Market

Daniela Delieva and Hyo Jin Eom

Business and Management Studies, 2019, vol. 5, issue 1, 59-67

Abstract: The fashion industry is one of the most toxic industries, which has led luxury brands to get involved in their efforts to build a more sustainable fashion future. Although the current fashion industry has put efforts into introducing ethical and sustainable consumption, customers have displayed contradictory attitudes toward green products in the luxury sector. Specifically, customers have generally shown an interest in environmentally friendly apparel while many customers are also shown to be reluctant in purchasing sustainable fashion clothing. This study was aimed at analyzing key variables in regards to attitude towards sustainable fashion advertising for luxury brands. The results showed three statistically significant regression coefficients: Interdependent-self, independent-self, and perceived personal relevancy. In light of the previous discussion, this study also sheds more light into the construal-level influence based on the notion of self-construals on attitude toward sustainable fashion advertisement. Therefore, the results of this study provides empirical evidence for luxury fashion brands seeking to influence and increase green purchase behavior and this gives more insight into the decision making for luxury brand advertisement strategy.

Keywords: sustainable fashion; green advertising; self-construal; perceived consumer effectiveness; perceived personal relevance (search for similar items in EconPapers)
Date: 2019
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