Abstract/Summary

Negative externalities produced by the fashion industry have become more apparent in recent years. While some companies are engaging in more sustainable practices, a shift in consumer behavior toward more sustainable fashion alternatives is also needed. Our research explores the psychological mechanisms influencing consumers to purchase fashion sustainably, with the aim of exploring how environmental concern and the emotions consumers feel toward sustainable fashion, influence or would influence consumers’ intention to behave more sustainably when purchasing fashion products. Data collected through an online survey with 414 participants from Italy suggest that emphasizing positive emotions could contribute to fostering more sustainable fashion consumption, while negative emotions might not be as important as previously thought. In turn, environmental concern has a significant impact on both positive and negative emotions and intention, but mostly boosts the relationship between positive emotions and intention. Results also confirm that personal values significantly moderate the relationships between environmental concern, emotions, and intention. Our study represents an advancement in understanding the mechanisms driving sustainable fashion consumption, signaling the importance of highlighting positive emotions when designing sustainable marketing communications, which could assist academics, businesses, and public organizations interested in changing fashion behaviors ‘for the common good’.