Sustainable fashion purchase intention: A systematic literature review approach

Ajay Suneja and Aastha ()
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Ajay Suneja: Kurukshetra University, Department of Commerce
Aastha: Kurukshetra University, Department of Commerce

SN Business & Economics, 2025, vol. 5, issue 12, 1-25

Abstract: Abstract The fashion industry is one of the most resource-intensive and environmentally burdensome sectors, contributing substantially to waste, pollution, and overconsumption. Despite growing consumer concern, a persistent intention–behaviour gap continues to limit sustainable fashion adoption. To address this concern, this review systematically analyses 126 journal articles published between 2006 and 2024, retrieved from Web of Science and Scopus databases, following the PRISMA protocol. The bibliometric analysis highlights key trends, including publication growth in the sustainable fashion domain, the top-cited articles, and the most productive journals and authors. Employing the TCCM (theory-context-characteristics-method) and ADO (antecedents-decision-outcome) frameworks, the review has identified the underpinning theories, contexts, methods, and the consumer decision-making process, starting with antecedents, followed by the decision and its resulting outcome. The study advances the literature by (i) developing a synthesized theoretical map of sustainable fashion adoption, (ii) proposing an extended model beyond TPB and TRA that integrates moral norms, consumer effectiveness, identity, trust, and other behavioural constructs, (iii) outlining a future research agenda, and (iv) deriving managerial implications for fashion practitioners. Overall, this article consolidates fragmented knowledge and provides actionable insights to narrow the sustainable fashion intention–behaviour gap.

Keywords: Consumer behaviour; Ethical consumption; Green purchase intention; Purchase intention; Sustainable apparel; Sustainable fashion; Theory of planned behaviour (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1007/s43546-025-00982-w

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