Volume 4, Issue 3, September 2018, Page: 90-101
Exploring the Influence of Sustainability Knowledge and Orientation to Slow Consumption on Fashion Leaders’ Drivers of Fast Fashion Avoidance
Raye Carol Cavender, Department of Retailing and Tourism Management, University of Kentucky, Lexington, USA
Min-Young Lee, Department of Retailing and Tourism Management, University of Kentucky, Lexington, USA
Received: Nov. 1, 2018;       Accepted: Nov. 28, 2018;       Published: Dec. 26, 2018
DOI: 10.11648/j.ajtab.20180403.12      View  27      Downloads  12
This research explores the complex relationship between fashion leaders’ motivations toward slow vs. fast fashion, and proposing that all consumers have the potential to adopt more sustainable consumption behaviors, offers suggestions for sustainable companies aiming to better understand and target these consumers. Fashion leaders are particularly susceptible to overconsumption, yet they are also the most attuned to fashion industry information (e.g., sustainability) and influence others through their tastes and preferences. Proposing that spurring fashion leaders toward slow consumption and away from fast fashion (FF) will prompt the spread of these trends among the broader consumer market, this exploratory study investigates how fashion leaders’ level of sustainability awareness and orientation to slow consumption influence their FF avoidance. Primary data were collected from 405 respondents. Reliability and validity were examined through confirmatory factor analysis (CFA). Structural equation modeling (SEM) was used to analyze the data and parameters were estimated using maximum likelihood method. Empirical results from SEM show that sustainability awareness positively influences orientation to slow consumption yet does not influence the drivers of FF avoidance. The results indicate that consumers’ orientation to slow consumption positively influences many FF avoidance drivers but data also suggest that fashion leaders may not characterize the FF business model as unsustainable and as fueling overconsumption. This study adds to the body of knowledge on highly fashion-involved consumers and their motivations toward sustainable consumption. It offers insight into the pro-environmental attitude-behavior gap and how these consumers reconcile their sustainability knowledge with their consumption desires. Past research has explored the impact of the pro-environmental attitude-behavior gap on consumers’ purchase intentions. However, no empirical studies have been found that concurrently examine consumers’ sustainability awareness, orientation to slow consumption, and their behavioral intention to avoid FF.
Sustainability, Fast Fashion, Slow Consumption, Slow Fashion, Fashion Leaders
To cite this article
Raye Carol Cavender, Min-Young Lee, Exploring the Influence of Sustainability Knowledge and Orientation to Slow Consumption on Fashion Leaders’ Drivers of Fast Fashion Avoidance, American Journal of Theoretical and Applied Business. Vol. 4, No. 3, 2018, pp. 90-101. doi: 10.11648/j.ajtab.20180403.12
Copyright © 2018 Authors retain the copyright of this article.
This article is an open access article distributed under the Creative Commons Attribution License (http://creativecommons.org/licenses/by/4.0/) which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Anderson, J. C. and Gerbing, D. W. (1988), “Structural equation modeling in practice: A review and recommended two-step approach,” Psychological Bulletin, Vol. 103 No. 3, pp. 411-423.
Bain, M. (2016), “Is H&M misleading customers with all its talk of sustainability?”, Quartz, available at: https://qz.com/662031/is-hm-misleading-customers-with-all-its-talk-of-sustainability/ (accessed 20 April 2016).
Bain, M. (2017), “Fast fashion’s sad cycle of compulsive shopping, guilt, and regret has spread to Asia”, Quartz, available at: https://qz.com/978679/fast-fashions-sad-cycle-of-compulsive-shopping-guilt-and-regret-has-spread-to-asia/ (accessed 12 May 2017).
Boston Consulting Group (2014), “How millennials are changing the face of marketing forever”, available at: https://www.bcg.com/publications/2014/marketing-center-consumer-customer-insight-how-millennials-changing-marketing-forever.aspx#chapter1 (accessed 20 January 2014).
Dach, L., and Allmendinger, K. (2014), “Sustainability in corporate communications and its influence on consumer awareness and perceptions: A study of H&M and Primark”, Procedia-Social and Behavioral Sciences, Vol. 130, pp. 409-418.
Eckhardt, G. M., Belk, R., and Devinney, T. M. (2010), “Why don't consumers consume ethically?, Journal of Consumer Behaviour, Vol. 9 No. 6, pp. 426-436.
Ertekin, Z. O., and Atik, D. (2015), “Sustainable markets motivating factors, barriers, and remedies for mobilization of slow fashion”, Journal of Macromarketing, Vol. 35 No. 1, pp. 53-69.
Fletcher, K. (2010), “Slow fashion: An invitation for systems change”, Fashion Practice, Vol. 2, pp. 259–266.
Fornell, C. and Larcker, D. F. (1981), “Evaluating structural equation models with unobservable variables and measurement error”, Journal of Marketing Research, Vol. 18, pp. 39-50.
Gam, H. J. (2011), “Are fashion-conscious consumers more likely to adopt eco-friendly clothing?”, Journal of Fashion Marketing and Management, Vol. 15 No. 2, pp. 178-193.
Grail Research. (2010), “Green—the new color of Luxury: Moving to a sustainable future”, available at: www.grailresearch.com/pdf/ContenPodsPdf/2010-Dec-Grail-Research-Green-The-New-Color-of-Luxury.pdf (accessed 22 March 2011).
Hackett, K. (2016), “What H&M doesn’t want you to be ‘conscious’ about”, Huffington Post, available at: http://www.huffingtonpost.com/entry/what-hm-doesnt-want-you-to-be-conscious-about_us_581252a3e4b09b190529c1fe (accessed 30 October 2016).
Henninger, C. E., Alevizou, P. J. and Oates, C. J. (2016). “What is sustainable fashion?”, Journal of Fashion Marketing and Management, Vol. 20 No. 4, pp.400-416.
Hennigs, N. , Wiedmann, K. P. , Klarmann, C., and Behrens, S. (2013), “Sustainability as part of the luxury essence: Delivering value through social and environmental excellence”, Journal of Corporate Citizenship, Vol. 52, pp. 25-35.
Hill, J. , and Lee, H. H. (2012), “Young generation Y consumers' perceptions of sustainability in the apparel industry”, Journal of Fashion Marketing and Management, Vol. 16 No. 4, pp. 477-491.
Hodal, K. (2018), “Abuse is daily reality for female garment workers for Gap and H&M, says report”, available at: https://www.theguardian.com/global-development/2018/jun/05/female-garment-workers-gap-hm-south-asia (accessed 6 June 2018).
Ivan, C. M., Mukta, R., Sudeep, C., and Burak, C. (2016), “Long-term sustainable sustainability in luxury. Where else?”, In Handbook of Sustainable Luxury Textiles and Fashion (pp. 17-34). Springer, Singapore.
Joergens, C. (2006), “Ethical fashion: Myth or future trend?”, Journal of Fashion Marketing and Management, Vol. 10 No. 3, pp. 360-371.
Joy, A. (2015), “Fast fashion, luxury brands, and sustainability”, The European Financial Review, available at: http://www.europeanfinancialreview.com/?p=4589 (accessed 25 June 2015).
Joy, A., Sherry, J. F., Venkatesh, A., Wang, J., and Chan, R. (2012), “Fast fashion, sustainability, and the ethical appeal of luxury brands”, Fashion Theory, Vol. 16 No. 3, pp. 273-295.
Jung, S., and Jin, B. (2014), “A theoretical investigation of slow fashion: Sustainable future of the apparel industry”, International Journal of Consumer Studies, Vol. 38 No. 5, pp. 510-519.
Jung, S., and Jin, B. (2016), “From quantity to quality: Understanding slow fashion consumers for sustainability and consumer education”, International Journal of Consumer Studies, Vol. 40, pp. 410-421.
Kim, H., Choo, H. J., and Yoon, N. (2013), “The motivational drivers of fast fashion avoidance”, Journal of Fashion Marketing and Management, Vol. 17 No. 2, pp. 243-260.
Lam, S. (2017), “Why India and China may be the solution to the world’s fast fashion crisis”, Forbes, available at: https://www.forbes.com/sites/lamsharon/2017/09/22/why-india-and-china-may-be-the-solution-to-the-worlds-fast-fashion-crisis/#69d421f2104f (accessed 27 September 2017).
LaRocca, D. (2014), “Brunello Cucinelli: A humanistic approach to luxury, philanthropy, and stewardship”, Journal of Religion and Business Ethics, Vol. 3 No. 1, pp. 1-26.
Luchs, M. G., Phipps, M., and Hill, T. (2015), “Exploring consumer responsibility for sustainable consumption”, Journal of Marketing Management, Vol. 31 No. 13-14, pp. 1449-1471.
Marsh, H. W., and Hocevar, D. (1985), “The application of confirmatory factor analysis to the study of self-concept: First and higher order factor structures and their invariance across age groups”, Psychological Bulletin, Vol. 97, pp. 562–582.
McDonagh, P. & Prothero, A. (2014). Sustainability marketing research: Past, present and future. Journal of Marketing Management, 30 (11-12), 1186-1219.
McDonald, S., Oates, C. J., Alevizou, P. J., Young, C. W., and Hwang, K. (2012), “Individual strategies for sustainable consumption”, Journal of Marketing Management, Vol. 28 No. 3-4, pp. 445-468.
McNeill, L., and Moore, R. (2015), “Sustainable fashion consumption and the fast fashion conundrum: Fashionable consumers and attitudes to sustainability in clothing choice”, International Journal of Consumer Studies, Vol. 39 No. 3, pp. 212-222.
Morgan, L. R., and Birtwistle, G. (2009), “An investigation of young fashion consumers' disposal habits”, International Journal of Consumer Studies, Vol. 33 No. 2, pp. 190-198.
Niinima¨ki, K. (2010), “Eco-clothing, consumer identity and ideology, “Sustainable Development, Vol. 18 No. 3, pp. 150-162.
O’Neill, S. (2017), “Transparency as Disruptor in Retail Brand Storytelling”, available at: https://www.skyword.com/contentstandard/storytelling/transparency-as-disruptor-in-retail-brand-storytelling/ (accessed 6 June 2018).
Park, H., and Kim, Y. K. (2016), “An empirical test of the triple bottom line of customer-centric sustainability: The case of fast fashion”, Fashion and Textiles, Vol. 3 No. 1, pp. 25-43.
Peattie, K. (2001), “Golden goose or wild goose? The hunt for the green consumer”, Business Strategy and the Environment, Vol., 10, pp. 187–199.
Pookulangara, S. and Shephard, A. (2013), “Slow fashion movement: understanding consumer perceptions – an exploratory study”, Journal of Retailing and Consumer Services, Vol. 20 No. 2, pp. 200-206.
Prothero, A., Dobscha, S., Freund, J., Kilbourne, W. E., Luchs, M. G., Ozanne, L. K., & Thøgersen, J. (2011). Sustainable consumption: Opportunities for consumer research and public policy. Journal of Public Policy & Marketing, 30(1), 31-38.
Sadachar, A., Feng, F., Karpova, E. E., and Manchiraju, S. (2016), “Predicting environmentally responsible apparel consumption behavior of future apparel industry professionals: The role of environmental apparel knowledge, environmentalism and materialism”, Journal of Global Fashion Marketing, Vol. 7 No. 2, pp. 76-88.
Scaraboto, D., and Fischer, E. (2013), “Frustrated fatshionistas: An institutional theory perspective on consumer quests for greater choice in mainstream markets”, Journal of Consumer Research, Vol. 39 No. 6, pp. 1234-1257.
Sweeny, G. (2015), “Fast fashion is the second dirtiest industry in the world, next to big oil”, EcoWatch, available at: https://www.ecowatch.com/fast-fashion-is-the-second-dirtiest-industry-in-the-world-next-to-big--1882083445.html (accessed 25 August 2015).
Watson, M. Z., and Yan, R. N. (2013), “An exploratory study of the decision processes of fast versus slow fashion consumers”, Journal of Fashion Marketing and Management, Vol. 17 No. 2, pp. 141-159.
Wicker, A. (2016), “Fast fashion is creating an environmental crisis”, Newsweek, available at: http://www.newsweek.com/2016/09/09/old-clothes-fashion-waste-crisis-494824.html (accessed 12 September 2016).
Browse journals by subject