Search Results (419)

The purpose of this study is to synthesize existing peer-reviewed literature on fashion renting and provide insights into its role within the broader framework of sustainable consumption and business practices within different cultural contexts, while also guiding future research efforts. This review includes only peer-reviewed journal articles and book chapters in English, with the search conducted up to 31 March 2025. A total of 95 academic papers published between 2010 and 2025 were analyzed to explore the evolving landscape of fashion rental consumption and business practices. NVivo 14 was used for the analysis of the collected literature. The findings revealed six key motivating benefits and six significant barriers that influence consumer participation in fashion renting. Additionally, five success factors and four critical challenges were identified as shaping the development of the fashion rental market. This research represents the first attempt to synthesize literature from both the consumer and business perspectives of fashion renting. The findings provide a comprehensive understanding of market dynamics related to fashion rental consumption and business practices, shedding light on the key factors that support the sustainability of fashion rental businesses as well as the challenges they face. Both theoretical and practical implications are discussed, offering valuable guidance for researchers and fashion industry stakeholders. Full article

Design and use of wearable technology have grown exponentially, particularly in consumer products and service sectors, e.g., healthcare. However, there is a lack of a comprehensive understanding of wearable technology in consumer acceptance. This systematic review utilized a PRISMA on peer-reviewed articles published between 2014 and 2024 and collected on WoS, Scopus, and ScienceDirect. A total of 38 full-text articles were systematically reviewed and analyzed using bibliometric, thematic, and descriptive analysis to understand the technical functions of digital wearable products (DWPs) in consumer acceptance. The findings revealed four key functions: (i) wearable technology, (ii) appearance and design, (iii) biomimetic innovation, and (iv) security and privacy, found in eight types of DWPs, among them smartwatches, medical robotics, fitness devices, and wearable fashions, significantly predicted the customers’ acceptance moderated by the behavioral factors. The review also identified five key outcomes: health and fitness, enjoyment, social value, biomimicry, and market growth. The review proposed a comprehensive acceptance model that combines biomimetic principles and AI-driven features into the technical functions of the technical function model (TAM) while addressing security and privacy concerns. This approach contributes to the extended definition of TAM in wearable technology, offering new pathways for biomimetic research in smart devices and robotics. Full article

Masstige fashion brands present a promising alternative to both luxury and fast fashion in the context of sustainability, offering an affordable yet prestigious option. However, these brands face the challenge of leveraging digital transformation tools while balancing prestige and accessibility. With its visual appeal, interactive features, and daily usage, Instagram Stories is a highly engaging communication tool for masstige brands. Despite its importance, ephemeral brand communication remains an underexplored area. This study investigates how young consumers interpret and decode Instagram Stories featuring human models from masstige fashion brands that represent identitary values Sexuality and Seduction, Seasonality, and Renewal. Using mind mapping and focus group discussions with 75 frequent Instagram users, findings reveal that audiences actively reinterpret brand messages, sometimes reshaping their intended meaning. Highly stylized celebrities led to skepticism or disengagement, while authentic, everyday portrayals fostered positive engagement. Sexualized imagery was often reframed as functional rather than aspirational. The study reveals that while brands aim to communicate identitary values such as Sexuality and Seduction, these are usually reinterpreted or even rejected by users in favor of values like comfort, simplicity, or emotional authenticity. Conversely, values like Seasonality, Renewal, and Quality were more consistently recognized and positively decoded, suggesting a more substantial alignment between brand encoding and audience perception in those domains. Full article

Fashion live commerce has rapidly emerged as a compelling format that blends entertainment, real-time interaction, and product promotion. However, limited research has examined how specific experiential and perceptual factors influence consumer behavior in this context. This study aims to identify the key psychological and environmental drivers of satisfaction, continued platform use, and purchase intention among viewers of fashion live commerce. Using the stimulus–organism–response framework, this research focuses on the effects of perceived credibility, social media influencer characteristics, informativeness, internal shop environment, and monetary savings. Data were collected from 300 users of fashion live commerce platforms and analyzed using partial least squares structural equation modeling (PLS-SEM). The results indicate that all predictor variables significantly influence either satisfaction or current use, and both satisfaction and current use significantly predict purchase intention. Among the factors, satisfaction plays a central role, acting as a strong predictor for both current engagement and future buying decisions. These findings offer theoretical insights into consumer engagement in live commerce and provide practical guidance for streamers, marketers, and platform designers aiming to improve user experience and conversion rates. This study contributes to understanding the evolving dynamics of digital shopping environments shaped by social and emotional interactions. Full article

The fashion industry is widely recognized for its environmental challenges, but the health impacts related to textile toxicity remain significantly underexplored. Beyond the well-known issues of pollution and resource depletion, modern clothing often harbors a hidden threat: hazardous chemicals embedded within fabrics. These include dyes containing heavy metals, antimicrobial agents that foster bacterial resistance, and synthetic fibers that release microplastics. Unlike environmental discussions, the dialogue around the direct and long-term health effects of these substances is still limited. This entry addresses critical yet often-overlooked concerns, such as how chemicals in textiles contribute to chronic skin conditions, hormonal disruptions, and even carcinogenic risks. It also examines the proliferation of bacteria in synthetic garments, leading to dermatological infections and rapid fabric degradation. Furthermore, the globalized nature of production masks the contamination risks transferred from producer to consumer countries. Through an interdisciplinary approach, this entry highlights the urgent need for integrating scientific innovation, stringent regulation, and consumer awareness to mitigate health hazards in fashion. It calls for the adoption of safer textile technologies, sustainable materials, and transparent production practices, paving the way for a fashion future that prioritizes human health as much as environmental sustainability. Full article

The fashion industry is facing increasing pressure to adopt sustainable practices given its significant impact on the environment. This research aims to analyze the implications of marketing strategies in the fashion industry’s transition towards a sustainable and responsible business model. The study starts from the premise that marketing can influence consumer behavior and turn sustainability into a competitive advantage. To investigate this aspect, SmartPLS software was used and hypotheses were tested on the relationship between marketing strategies to educate and sensitize consumers on sustainability issues in the fashion industry and the creation of a sustainably engaged community. Moreover, it becomes essential to collaborate with non-governmental organizations and other brands that share their sustainability values. The research was based on a sample of 227 respondents, and the data were analyzed using structural equation modeling. The results indicate that marketing strategies that promote transparency in supply chain and production processes, enhance brand reputation and credibility and, promote innovation in sustainable materials and production processes through marketing strategies contributing to creating an engaged community, as well as through brand commitment to sustainability through concrete actions and access to new markets and growth opportunities. Marketing strategies to educate and sensitize consumers on sustainability issues in the fashion industry contribute to increasing consumer interest in sustainable products. The implications of the study highlight the need for coherent marketing approaches to support the sustainable transformation of the fashion industry. Full article

Premium fashion brands are increasingly adopting Generative Artificial Intelligence (GenAI) to reduce costs and enhance creativity. However, consumers have mixed perceptions of clothing with AI-generated patterns (CAGPs) launched by premium fashion brands, especially in online shopping contexts where consumers cannot examine physical products firsthand. This study integrates the Theory of Planned Behavior (TPB) with Customer Perceived Value (CPV) to investigate Chinese Millennials’ attitudes and purchase intentions toward online purchases of CAGPs launched by premium fashion brands. Using a purposive sampling approach, the study collected 471 valid responses from Chinese Millennials. Structural equation modeling (SEM) was then employed to test the proposed model and hypotheses. The results reveal that perceived brand design effort and perceived price value are primary drivers of purchase intention for CAGPs from premium fashion brands, while perceived aesthetic value significantly shapes consumer attitudes. The subjective norm and attitude positively influence purchase intention. This study sheds light on the roles of aesthetic, emotional, monetary and social factors in driving purchase intention, offering practical suggestions for premium brands’ product design and marketing strategies. Full article

The rapid production and disposal of synthetic textiles, driven by fast fashion and overconsumption, contribute significantly to environmental pollution and human health risks. Functional finishes often contain toxic substances that leach into aquatic systems. Laundering and abrasion release microplastic fibers (MPFs), commonly called microplastics, and anthropogenic microfibers (MFs) which degrade into nanoplastics (NPs) through mechanical stress, heat, and UV radiation. These particles bypass wastewater treatment and accumulate in human organs, including the liver, lungs, and brain. This review highlights the limitations of current waste management systems, the role of textile design in particle release, and the need for further research on airborne emissions and environmental interactions. Mitigating textile-derived plastic pollution will require biodegradable finishes, pre-consumer filtration systems, and circular consumption models supported by interdisciplinary collaboration. Full article

This study focuses on the shift to a circular economy (CE) in the textile, apparel, and fashion (TAF) sectors, which generate tons of waste annually. Thus, embracing CE practices is essential for contributing to UN Sustainable Development Goals. This study employs a mixed-methods approach, integrating PRISMA for systematic literature selection, BERTopic modeling and AI-driven SDG mapping, and case study analysis to explore emerging CE themes, implemented circular practices, and systemic barriers. Machine-learning-based SDG mapping reveals strong linkages to SDG 9 and SDG 12, emphasizing technological advancements, industrial collaborations, and circular business models. Moderately explored SDGs, namely, SDG 8, SDG 6, and SDG 7, highlight research on labor conditions, water conservation, and clean energy integration. Reviewing 655 peer-reviewed papers, the BERTopic modeling extracted six key themes, including sustainable recycling, circular business models, and consumer engagement, whereas case studies highlighted regulatory frameworks, stakeholder collaboration, and financial incentives as critical enablers. The findings advance institutional theory by demonstrating how certifications, material standards, and regulations drive CE adoption, reinforcing SDG 12 and SDG 16. The natural resource-based view is extended by showing that technological resources alone are insufficiently aligned with SDG 9. Using the Antecedents–Decisions–Outcomes framework, this study presents a structured, AI-driven roadmap for scaling CE in the TAF industry, addressing systemic barriers, and supporting global sustainability goals, highlighting how multistakeholder collaboration, digital traceability, and inclusive governance can improve the impact of CE. The results recommend that CE strategies should be aligned with net-zero targets, carbon credit systems, and block-chain-based supply chains. Full article

Although impulsive and hedonic purchasing behaviors may seem to contradict sustainability principles, there are unexplored opportunities through which social media platforms and influencers can redirect these impulses toward sustainable actions. Young consumers, increasingly concerned about the ecological impact of their choices, can be encouraged to adopt responsible and sustainable buying behaviors when these are promoted attractively, enjoyably, and emotionally satisfyingly through social media. This research investigates how social media communication influences hedonic and impulsive purchasing behavior in the Romanian clothing market. In the context where social media is one of the main sources of information and influence for consumers, the research analyzes several determining factors of the purchase decision. Price reductions and the use of credit cards are highlighted as elements that facilitate spontaneous and hedonic targeted purchases, while the attractiveness of clothing items and the need felt play an important role in terms of the desire to buy. In addition, sources of information (such as reviews) have a major impact on consumers’ perceptions and their purchase intentions. Additionally, the study investigates factors such as overall shopping experience and its influence on consumer loyalty. It is approached from two perspectives: attitudinal loyalty, reflected in the preference for brands promoted on social media, and behavioral loyalty, expressed through repeat purchases. The results show that social media acts as an accelerator for hedonic and impulsive buying behaviors, prompting consumers to react quickly to stimuli such as discount campaigns or personalized recommendations. The conclusions highlight the importance of adopting digital marketing strategies that capitalize on the consumers emotional need while also strengthening brand loyalty. These perspectives can guide companies in the clothing industry to adapt their promotion methods to the specifics of the Romanian market and the consumer behavior. Full article

The transition from a linear to a more circular economy has pressured companies from different sectors to implement circular business strategies and redesign their existing business models or even create new ones. The aim of this investigation is to identify the different circular business strategies adopted by Portuguese companies in the textile and clothing industry and evaluate their impact on the sustainability of the business. This article presents a framework of strategies to guide managers in addressing the challenges of moving from fast to more sustainable fashion. This exploratory research is based on a qualitative methodology, relying on semi-structured interviews with the managers of six companies in the textile and clothing sector in Portugal that have implemented circular practices. The primary data collection took place between 20 July and 30 September 2022. The results show that companies have supported their circular economy practices mainly through product life extension strategies (mostly based on durable product design) and resource use reduction strategies, with resource recovery being the most common. The use of personalized product design and clothing repair strategies is still largely unexplored by companies. The findings also suggest that companies have to adapt their way of production and market relationships with consumers in order to accommodate the practices of a circular economy in their businesses. In the future, a quantitative approach could also provide new insights, as well as longitudinal and cross-country comparison studies. Full article

This research aims to investigate, using the C-A-B theory, the buying decision-making processes of Gen Z consumers in the United States when exposed to fast fashion brand advertising messages including greenwashing elements. Responses of 345 valid participants from the Amazon Mturk platform were analyzed through Mplus 8.11 and SPSS 29. Two-step, structural equation modeling was implemented to test the hypothesis. Additionally, 5000 bootstrapping iterations were used to examine the indirect effects. Study findings indicated that Gen Z consumers responded positively and negatively to fast fashion brands’ product promotional messages. Despite feeling skeptical and betrayed over the greenwashing assertion, they intend to purchase the goods. A contributing factor to this unforeseen purchasing intention may be their indifference towards environmental concerns. Moreover, when greenwashing assertions are infused with product advantages through strategic ingenuity and aligned with the specific demands of certain generations, the perception of positive emotional reaction supersedes the negative, hence facilitating the purchase of the green product. Furthermore, there is evidence of optimism biases, a cognitive bias where they exaggerate their capacity to identify instances of greenwashing, prioritize more on their certain needs, and underestimate the associated environmental risk for others. This clarifies the paradoxical buying patterns of Gen Z consumers. Although Gen Z is the youngest demographic, their tastes for fast fashion apparel may alter as they develop and their lifestyles adapt, influenced by both positive and negative emotional reactions to fast fashion brands. Consequently, the fast fashion business must retain this customer by utilizing sustainability messaging instead of misleading greenwashing assertions in the future. Full article

Femvertising is increasingly being used by brands to showcase their values and attract consumers, especially in the fashion industry. Previous studies mainly focused on its impact on female consumers, while the perceptions and responses of male consumers are usually ignored. Focusing on the context of men purchasing women’s clothes as gifts, this study aimed to explore the impact of femvertising on male consumers’ gift purchasing intention and reveal the mechanism, with the mediating effects of female empowerment and brand hypocrisy and the moderation effect of gift recipient. A situational experiment was conducted to acquire data, and hypotheses were tested with regression analysis and the bootstrapping method. The results demonstrated that the total effect of femvertising on male consumers’ gift purchasing intention is not significant, but there is a positive mediating effect of female empowerment and a negative mediating effect of brand hypocrisy, and the mediating effect of female empowerment is stronger for a communal relationship (versus an exchange relationship). Full article

A significant proportion of waste generated by the fashion industry is either landfilled or incinerated, primarily due to the high cost and complexity of collecting and separating mixed textile materials. While research in textile recycling often emphasizes post-consumer waste, less attention is given to pre-consumer waste, particularly cutting surpluses generated during apparel manufacturing—a labour-intensive sector with low automation and operational inefficiencies. This study addresses this gap by presenting a case study on the implementation of an automated system for collecting, transporting, sorting, and storing textile surpluses in an apparel manufacturing environment. The research aims to identify the barriers, benefits, and sustainability impact of such automation. Using both qualitative and quantitative data, the system is evaluated through key performance indicators including time reduction, ergonomic improvement, and process reliability. Results suggest that automation enhances intralogistics, reduces non-value-added labour, and enables better utilization of human resources. This case study offers a practical framework for apparel manufacturers to assess the potential of automating textile-waste handling, helping to justify such investments based on labour use, process variability, and environmental benefits. The study contributes to the broader discourse on sustainable manufacturing and supports the apparel industry’s shift toward digital transformation and circular economy practices. Full article

Digital franchising is increasingly recognized as a technological advancement and a specialized subset of e-commerce, yet its unique entrepreneurial dynamics remain insufficiently explored in the existing literature. Previous studies have primarily focused on platform usability or general e-commerce adoption, often overlooking the motivational, contextual, and capability-based factors that influence individuals’ willingness to engage in digital franchising as either entrepreneurs or consumers. To address this research gap, the present study applies the Motivation-Opportunity-Ability (MOA) framework to examine how personal motivations (e.g., self-expression, financial rewards), perceived platform opportunities (e.g., support, attractiveness), and individual capabilities (e.g., digital literacy, self-efficacy) shape entrepreneurial intention and, in turn, influence consumption adoption intention in digital franchising environments. An online survey was conducted using a non-probability purposive sampling method. The final sample consisted of 491 respondents from Taiwan, all of whom were either entrepreneurs operating digital franchises in the fashion industry or consumers who had purchased fashion products through digital franchising platforms, thereby ensuring contextual relevance to the study’s focus. Data were analyzed using structural equation modeling (SEM). The results indicate that expected external rewards (β = 0.456, p < 0.001) and platform support (β = 0.315, p < 0.001) are the most influential factors in shaping entrepreneurial intention. Furthermore, entrepreneurial intention significantly mediates the relationship between MOA antecedents and consumption adoption intention (β = 0.176, p < 0.001), highlighting its role as a key behavioral mechanism. These findings extend the MOA framework to a new empirical setting and offer practical implications for platform developers, franchisors, and policymakers seeking to promote participation in digital franchising. Future research is encouraged to explore cross-industry comparisons, generational differences, and longitudinal approaches to further enrich the understanding of digital franchising adoption dynamics. Full article