Exploring the Influence of Sustainability Knowledge and Orientation to Slow Consumption on Fashion Leaders’ Drivers of Fast Fashion Avoidance

Raye Carol Cavender; Min-Young Lee

doi:doi:10.11648/j.ajtab.20180403.12

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Exploring the Influence of Sustainability Knowledge and Orientation to Slow Consumption on Fashion Leaders’ Drivers of Fast Fashion Avoidance

Raye Carol Cavender, Min-Young Lee

Published in American Journal of Theoretical and Applied Business (Volume 4, Issue 3)

Received: 1 November 2018 Accepted: 28 November 2018 Published: 26 December 2018

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Abstract

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.

Published in	American Journal of Theoretical and Applied Business (Volume 4, Issue 3)
DOI	10.11648/j.ajtab.20180403.12
Page(s)	90-101
Creative Commons	This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.
Copyright	Copyright © The Author(s), 2018. Published by Science Publishing Group

Keywords

Sustainability, Fast Fashion, Slow Consumption, Slow Fashion, Fashion Leaders

References

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APA Style

Raye Carol Cavender, Min-Young Lee. (2018). 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, 4(3), 90-101. https://doi.org/10.11648/j.ajtab.20180403.12

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ACS Style

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. Am. J. Theor. Appl. Bus. 2018, 4(3), 90-101. doi: 10.11648/j.ajtab.20180403.12

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AMA Style

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. Am J Theor Appl Bus. 2018;4(3):90-101. doi: 10.11648/j.ajtab.20180403.12

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@article{10.11648/j.ajtab.20180403.12,
  author = {Raye Carol Cavender and Min-Young Lee},
  title = {Exploring the Influence of Sustainability Knowledge and Orientation to Slow Consumption on Fashion Leaders’ Drivers of Fast Fashion Avoidance},
  journal = {American Journal of Theoretical and Applied Business},
  volume = {4},
  number = {3},
  pages = {90-101},
  doi = {10.11648/j.ajtab.20180403.12},
  url = {https://doi.org/10.11648/j.ajtab.20180403.12},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ajtab.20180403.12},
  abstract = {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.},
 year = {2018}
}

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TY  - JOUR
T1  - Exploring the Influence of Sustainability Knowledge and Orientation to Slow Consumption on Fashion Leaders’ Drivers of Fast Fashion Avoidance
AU  - Raye Carol Cavender
AU  - Min-Young Lee
Y1  - 2018/12/26
PY  - 2018
N1  - https://doi.org/10.11648/j.ajtab.20180403.12
DO  - 10.11648/j.ajtab.20180403.12
T2  - American Journal of Theoretical and Applied Business
JF  - American Journal of Theoretical and Applied Business
JO  - American Journal of Theoretical and Applied Business
SP  - 90
EP  - 101
PB  - Science Publishing Group
SN  - 2469-7842
UR  - https://doi.org/10.11648/j.ajtab.20180403.12
AB  - 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.
VL  - 4
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Author Information

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

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Raye Carol Cavender, Min-Young Lee. (2018). 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, 4(3), 90-101. https://doi.org/10.11648/j.ajtab.20180403.12

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ACS Style

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. Am. J. Theor. Appl. Bus. 2018, 4(3), 90-101. doi: 10.11648/j.ajtab.20180403.12

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AMA Style

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. Am J Theor Appl Bus. 2018;4(3):90-101. doi: 10.11648/j.ajtab.20180403.12

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@article{10.11648/j.ajtab.20180403.12,
  author = {Raye Carol Cavender and Min-Young Lee},
  title = {Exploring the Influence of Sustainability Knowledge and Orientation to Slow Consumption on Fashion Leaders’ Drivers of Fast Fashion Avoidance},
  journal = {American Journal of Theoretical and Applied Business},
  volume = {4},
  number = {3},
  pages = {90-101},
  doi = {10.11648/j.ajtab.20180403.12},
  url = {https://doi.org/10.11648/j.ajtab.20180403.12},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ajtab.20180403.12},
  abstract = {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.},
 year = {2018}
}

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TY  - JOUR
T1  - Exploring the Influence of Sustainability Knowledge and Orientation to Slow Consumption on Fashion Leaders’ Drivers of Fast Fashion Avoidance
AU  - Raye Carol Cavender
AU  - Min-Young Lee
Y1  - 2018/12/26
PY  - 2018
N1  - https://doi.org/10.11648/j.ajtab.20180403.12
DO  - 10.11648/j.ajtab.20180403.12
T2  - American Journal of Theoretical and Applied Business
JF  - American Journal of Theoretical and Applied Business
JO  - American Journal of Theoretical and Applied Business
SP  - 90
EP  - 101
PB  - Science Publishing Group
SN  - 2469-7842
UR  - https://doi.org/10.11648/j.ajtab.20180403.12
AB  - 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.
VL  - 4
IS  - 3
ER  -

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