Search Results (150)

The consumption of clothes creates paradoxes in which values, motives, and emotions interact to generate consumption experiences. To test some of these interactions, we conducted three correlational studies, studies 1, 2, and 3, one experiment, study 4, and one qualitative study, study 5. Study 1 found negative relationships between sustainability values and materialism and positive relationships between sustainable values and the preference for experiential purchases. Study 2 found positive relationships between two components of the slow-fashion movement, equity and exclusiveness, and guilt, and a negative relationship with functionality, another component of slow fashion. Study 3 found an indirect relationship between sustainable values and guilt through their positive and significant relationship with increased awareness of the environmental impact of the fast-fashion industry, supporting a mediation model. Study 4 found that participants were was more likely, regardless of whether the purchase of clothing was labeled as fast fashion or not, to experience pride than guilt when recalling recent past purchases. Last, in study 5, we found that consumers buy clothes to look good and pay attention to quality and value without significant concerns for environmental issues. The implications for consumer behavior were discussed. Full article

With the increasing prominence of sustainable consumption and the rising influence of Generation Z in the fashion market, secondhand fashion e-commerce platforms have become essential carriers of green fashion. Although AI-assisted recommendation mechanisms are widely embedded in these platforms, their psychological and behavioral effects on users’ continuous use and social engagement remain insufficiently examined. To address this gap, this study incorporates the Stimulus–Organism–Response (SOR) framework to investigate the psychological reaction pathways and behavioral intentions of Generation Z users within Human-AI Collaboration-enabled green e-commerce environments. Three AI-driven service stimuli—Human-AI Collaborative Recommendation Perception, AI Interaction Transparency, and Perceived Personalization—were conceptualized as stimulus variables; Psychological Immersion, Emotional Triggering, Cognitive Engagement, and Platform Trust were modeled as organism variables; and Continuous Use Intention and Social Sharing Intention served as behavioral response variables. Based on 498 valid samples analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM), the results demonstrate strong empirical support for all proposed hypotheses. Specifically, AI-driven stimuli significantly and positively influence psychological responses, which subsequently strengthen users’ continuous usage and social sharing intentions. This research provides theoretical insights for developing Human-AI Collaboration-enabled service systems that balance efficiency and emotional resonance on green e-commerce platforms, and offers practical implications for promoting sustainable fashion values among younger consumers. Full article

This study examines the socio-economic and behavioral factors influencing sustainable consumption through secondhand clothing purchases among young consumers in Hanoi, Vietnam. By addressing the changing consumption patterns, this research contributes to understanding how youth behavior supports the transition toward sustainability in emerging urban markets. This research integrates the Theory of Planned Behavior (TPB) with additional constructs such as perceived economic benefits, environmental concern, perceived risk, shopping experience, and gender differences to provide an integrated socio-economic framework. Data were collected through a structured questionnaire administered to university students and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Results indicate that perceived economic benefits and subjective norms are the strongest predictors of purchase intention across both general and luxury secondhand fashion segments, emphasizing affordability and social acceptance. Environmental concern and attitude also positively influence general secondhand purchase intentions, while perceived behavioral control notably impacts luxury secondhand purchases. Contrary to prior studies, perceived risk was found to be insignificant, and male consumers exhibited a higher engagement rate than females in this context. These findings underscore the complex interplay of economic, social, and environmental dimensions shaping sustainable fashion consumption among youth. This study suggests targeted marketing and policy strategies to promote sustainable consumption and supports the expansion of circular economy practices in emerging urban markets. Limitations related to sample scope and self-reported data warrant further research to generalize the findings and explore additional moderating variables. Full article

The rapid rise of the pre-loved luxury fashion market in China reflects a unique shift in consumer behaviour, shaped by growing concerns for sustainability, affordability, and personal expression. While global scholarship on circular fashion has expanded, studies remain predominantly focused on Western consumers, leaving Chinese market dynamics underexplored. This study addresses this gap by examining the motivations and channel engagement of Chinese consumers purchasing pre-loved luxury fashion, including pre-owned, vintage, and collectors’ items. A sequential mixed-methods design was employed, integrating quantitative data from a survey of 438 Chinese consumers with qualitative insights from 21 semi-structured interviews. Structural equation modelling revealed that economic, individual, and social motivations significantly influenced perceived value, which in turn enhanced engagement with resale channels. Functional motivations, though present, played a less prominent role. Furthermore, engagement with online and offline channels, including social media platforms, livestream commerce, and luxury consignment boutiques, was found to mediate the relationship between perceived value and purchase intention. The study contributes to theory by adapting established luxury value frameworks to the pre-loved context and by introducing channel engagement as a mediating construct in the consumption of second-hand luxury fashion. The main theoretical frameworks that underpin the study, such as the Brand Luxury Index and the Four Value Dimensions, are used to provide a clearer understanding of its conceptual foundation. In particular, some key quantitative indicators, such as β-values or R², would make the summary more specific and informative. Practically, the findings provide actionable insights for platform operators and luxury brands seeking to build consumer trust and enhance experiential value in China’s rapidly evolving resale market. By situating the research within a culturally specific and digitally advanced retail environment, the study broadens understanding of circular luxury fashion consumption in non-Western contexts. Full article

This study investigates how Australian Zennials (born 1993–1999) navigate slow fashion consumption in a market dominated by fast fashion and affordability challenges. Using semi-structured interviews with 20 participants, it explores their motivations, barriers, and adaptive strategies. Findings reveal that Zennials are driven by ethical values, environmental awareness, and a preference for quality design, yet face constraints such as cost, limited access to sustainable brands, and skepticism toward greenwashing. Rather than a simple value–action gap, participants demonstrate creative solutions, most notably, strategic engagement with the second-hand market. This enables them to practice slow fashion ideals of durability, longevity, and mindful consumption in a cost-effective way. The study reframes the attitude–behavior gap by identifying Perceived Behavioral Control (PBC) as a key enabler, supported by knowledge, repair skills, and peer norms. These insights offer practical implications for brands, designers, and policymakers, positioning the second-hand economy as the central mechanism that operationalizes Zennial engagement with sustainable fashion. Full article

The phenomenon of fast fashion has resulted in high yarn consumption and growing textile waste from both manufacturing and consumers. Rising environmental awareness and evolving legislation, including landfill restrictions, have prompted the search for sustainable recycling methods to manage textile end-of-life. This study investigates the mechanical recycling of polyamide 6.6 (PA66) yarn using a chain extender (Joncryl) and antioxidant (Irganox). Thermogravimetric analysis (TGA) confirmed that thermal stability in recycled PA66 was maintained compared to the original yarn, and the presence of Joncryl further enhanced this stability. Oxidative-onset temperature (OOT), measured by differential scanning calorimetry (DSC), supported these improvements. Gas chromatography–mass spectrometry (GC/MS) identified key degradation products, which were correlated with changes in the polymer matrix. Mechanical testing showed a 31% decrease in Young’s modulus after initial recycling, which was reversed with further processing. This behavior suggests the formation of shortened semi-crystalline chains and new linkages promoted by Joncryl. Viscosity and limiting viscosity number increased by up to 50%, depending on both additive concentrations. Overall, Joncryl and Irganox enhanced viscosity, mechanical strength, and notably thermal stability, confirming their suitability for recyclable textile-grade PA66 yarns. Full article

As the fashion industry accelerates its digital and sustainable transformation, the European Union’s policy development on Digital Product Passports (DPPs) has attracted growing attention. However, there is still a lack of systematic research into whether consumers, particularly those outside Europe, are willing to adopt this emerging technology for greater transparency. To address this, this study develops an extended Technology Acceptance Model (TAM) by integrating three individual-level consumer variables, Ethical–Sustainability Orientation (ESO), Circular Value Orientation (CVO), and Technological Awareness (TA), to examine how these factors work in concert to shape consumers’ intentions to accept Digital Product Passports (DPPs). Data were collected from US consumers through an online survey, yielding 425 valid responses. Participants were recruited from a professional consumer panel managed by a market research firm. Structural equation modeling was conducted to test the proposed research model and hypotheses. The results reveal that Perceived Usefulness (PU) emerges as the most influential determinant of consumers’ acceptance of Digital Product Passports. Both Ethical–Sustainability Orientation (ESO) and Circular Value Orientation (CVO) demonstrate significant direct effects on adoption intention and indirect impacts through PU. Technological Awareness (TA) exhibits only a modest direct effect, suggesting that its role in shaping adoption behavior is comparatively limited. This study broadens the geographic and cultural scope of existing research on Digital Product Passports (DPPs) by providing empirical evidence on consumer acceptance in a non-European context. The findings advance the theoretical understanding of DPP adoption while offering practical implications for fashion brands and policymakers seeking to facilitate the global implementation of DPP systems within the fashion industry. Full article

The rapid advancement of Generative Artificial Intelligence (GenAI) has enhanced fashion design creativity by introducing aesthetics beyond conventional norms. With its unique and novel aesthetics, AI-generated clothing has sparked widespread discussion on social media. However, little is known about how consumers respond when these virtual designs are transformed into wearable physical products. This study examines factors influencing Chinese consumers’ acceptance of physicalized AI-generated clothing (PAGC), which is a sustainable fashion category that improves design efficiency and enables small-scale experimental production. Grounded in the Theory of Consumption Values (TCV), eight variables across four value dimensions—functional, social, emotional, and epistemic—were identified, along with demographic characteristics. Using a non-probability voluntary sampling method, 661 valid responses from Chinese consumers were collected and analyzed through a multinomial logistic regression model. The study found that perceived algorithmic creativity, perceived novelty, and social identity are the three most influential factors on acceptance. Consumers with higher education, lower income, or fashion- and technology-related backgrounds were more likely to accept PAGC. By situating PAGC within the context of sustainable fashion innovation, this study enhances understanding of Chinese consumers’ decision-making and offers managerial insights for fashion brands striving to balance creativity and social responsibility in the GenAI era. Full article

The global secondhand apparel industry, valued at USD 256B in 2025, is expanding rapidly. The growing acceptance of secondhand fashion and advancements in retail technology have driven millions of individuals to resell, yet little research has analyzed the motivations behind these decisions. Guided by Consumption Values Theory and Goal-Framing Theory, this qualitative study uses ten in-depth interviews with experienced resellers to examine why individuals participate in apparel reselling. Analysis of the participants’ narratives indicates that financial gain is the dominant driver of participation, followed by the convenience provided by reselling platforms and channels, emotional satisfaction, and contributing to sustainability. Conceptually, the study integrates value-based and goal-based lenses to offer an extensive explanation of reseller motivations, shifting focus from the buyer perspective that has dominated prior research. Practically, the findings suggest that resale platforms can encourage participation by reducing visible fees, enabling faster payout, and simplifying the reselling process, while also making community and environmental benefits more visible. In all, these insights help retailers and sustainability advocates better design approaches that support individual resellers and sustain growth in apparel resale. Full article

The rapid rise of fashion resale platforms has created new pathways for sustainable consumption, yet little research has compared how different governance models, company-controlled versus seller-controlled, shape consumer trust and purchasing behavior. This study addresses that gap by applying the Stimulus–Organism–Response (SOR) framework to examine how information precision, authenticity, and risk aversion influence consumer trust and purchase intention within circular fashion markets. Drawing on an experimental design with 524 U.S. consumers randomly assigned to each platform type, multi-group structural equation modeling reveals that the three stimuli significantly enhance trust, which in turn drives purchase intention. Risk aversion exerted stronger effects in company-controlled contexts, whereas trust translated more directly into purchase intention on seller-controlled platforms. Theoretically, the research extends SOR applications to sustainability by identifying trust as the psychological bridge linking platform design to circular consumption. Practically, it offers actionable guidance for brands and peer-to-peer platforms on authentication, information transparency, and risk-reduction strategies that strengthen consumer confidence and promote environmentally responsible resale participation. The findings advance understanding of how governance structures can accelerate sustainable fashion retailing and contribute to the circular economy. Full article

The fashion and textile industry (FTI) is a significant contributor to greenhouse gas emissions, resource consumption, and waste generation, necessitating sustainable alternatives. Chitosan, a biodegradable and renewable biopolymer, has shown potential in reducing environmental impact throughout the textile lifecycle. However, existing studies often focus on isolated applications rather than its broader role in industrial sustainability. This review synthesises findings from 142 academic studies to assess chitosan’s applications in textile production, dyeing, finishing, and waste management, emphasising its impact on energy efficiency, carbon reduction, and resource circularity. Chitosan’s biodegradability, antimicrobial properties, and affinity for sustainable dyeing offer a viable alternative to synthetic materials while also enhancing wastewater treatment and eco-friendly finishing techniques. By evaluating its contributions to sustainable manufacturing, this review highlights its potential in supporting decarbonisation and circular economy transitions within the textile sector, while also identifying challenges for future research. Full article

The apparel industry is changing dynamically and quickly to manufacturing sustainable fashion products and the development of sustainable design strategies that minimize material consumption at the source. This study addresses a critical research gap by quantitatively evaluating the impact of fusing traditional South Asian garment construction (the kameez) with varied, Western-inspired sleeve geometries on key manufacturing metrics. Thirty-three distinct women’s garment styles, comprising three kameez types (simple, princess-cut, open-front) each paired with eleven different sleeve designs, were developed in the apparel industry to study the effect of fabric efficiency, wastage, and cost-effectiveness. The virtual patterns and markers were drafted and accomplished through Garment Gerber Technology (GGT) software to analyze fabric consumption, fabric efficiency, and cost-effectiveness. The results revealed that paneled kameez styles, such as the princess-cut and open-front, are significantly more material-efficient, achieving average fabric efficiencies of up to 83.95%, compared to the monolithic simple kameez, which averaged only 75.68%. Among sleeve types, multi-constructions like the slit sleeve and cuff sleeve proved most efficient (achieving up to 86.91% efficiency), while voluminous, single-piece designs like the umbrella sleeve consumed the most fabric and were the least efficient. Open-front kameez slit sleeves (OFSL3), simple kameez slit sleeves (SSL3), and princess-cut kameez slit sleeves (PCSL3), were better and more sustainable selections since they were most efficient in fabric efficiency (i.e., 86.91%, 86.17%, and 86.09%). Furthermore, the simple kameez style has the highest fabric wastage (above 22%), while the princess kameez style has the least (below 19%). The simple kameez slit sleeves design (SSL3) has the minimum wastage, while the simple kameez umbrella sleeves design (SSL4) has the maximum wastage. From a cost perspective, the open-front kameez slit sleeve (OFSL1) was identified as the most economical design, whereas the simple kameez with an umbrella sleeve (SSL4) was the most expensive. Statistical analysis confirmed that the differences between kameez styles were significant (p < 0.05). Thus, adoption of specific, sustainable, deliberate design choices and incorporating paneling into the garment body and utilizing multi-piece sleeve constructions offer a quantifiable and strategic approach for manufacturers to reduce material waste, optimize fabric utilization, and improve production cost-effectiveness. Full article

This study investigates sustainability-oriented design and production practices in Slovenia, focusing on brand-led approaches grounded in local innovation, cultural heritage and community engagement. Through mapping of Slovenian fashion enterprises, the research identifies and analyzes core sustainability and circularity strategies including zero- and low-waste design, recycling, upcycling and the development of adaptable, long-lasting garments. Further attention is given to participatory design methods involving consumers, the strategic social media use for community building and service-based circular economy models such as lifetime garment repair. Technological and production innovations, localized supply chains and small-scale production models are assessed for their role in reducing environmental impact and advancing sustainable supply chain management. The study also analyzes initiatives to shorten the fashion loop, including dematerialization and production minimization, as pathways to reduce resource consumption. Methodologically, the study combines empirical fieldwork, participant observation and literature review to deliver a comprehensive analysis of Slovenia’s sustainable fashion sector. The findings contribute to the global discourse on regional and place-based sustainability in fashion demonstrating how design-driven, small- and medium-sized enterprises can integrate circular economy principles, cultural continuity and collaborative innovation to foster environmentally responsible and socially embedded fashion. Full article

Over 24 billion items of used clothing are traded annually from high- to low-income countries in a sector worth more than 4.9 billion dollars. Imported second-hand clothes are the primary source of garments for many of the world’s poorest people. The sustainability of this system and its contribution to the circular economy is explored. Results map the structure of used clothing networks. UN Comtrade data is analyzed to trace the major exporters and importers, and trade and NGO reports are explored to consider the environmental and economic impacts. Second-hand clothing imports have a negative effect on local clothing industries and cause environmental harm in developing countries. The article further explores how the second-hand clothing trade intersects with the circular economy and emerging patterns of clothing re-sale, such as the Vinted peer-to-peer retail platform. Rather than contributing to economic or environmental sustainability or a true circular economy, the second-hand clothing sector is facilitating the expanding consumption of fast fashion in developed economies, stifling industrial development and causing environmental damage via a form of ‘waste colonialism’ particularly in sub-Saharan Africa. Anti-poverty organizations like Oxfam play a contradictory role as they benefit from the trade, which is part of a wider fashion system that is unsustainable. Full article

This article examines the role of digital communication, social media, and peer influence in Generation Z’s transition from fast fashion to more sustainable consumption practices. Building on sustainability and social influence theories, this study applies a mixed-methods design that combines qualitative content analysis of social media discourse with a quantitative online survey (n = 202). The survey instrument, validated by a panel of experts, measured four dimensions—digital communication, peer influence, sustainable attitudes, and sustainable behaviors—using Likert-type scales with adequate reliability (Cronbach’s α ≥ 0.70). The statistical analyses included descriptive statistics, Pearson correlations, and mean comparison tests (t-test, ANOVA). The results show that digital platforms not only raise awareness but also normalize sustainable choices through peer validation and community engagement. Strong correlations confirm that peer influence mediates the relationship between exposure to sustainability content and the adoption of responsible behaviors, while perceptions of brand sustainability show weaker associations with purchase intention. This study highlights a persistent attitude–behavior gap and identifies opportunities for more effective digital engagement. The findings contribute to the literature on sustainable fashion consumption by clarifying the communicative mechanisms shaping Gen Z’s decisions. Practical implications are offered for brands, policymakers, and educators seeking to foster authentic and inclusive sustainability strategies, particularly in addressing gender differences in sustainable adoption. Full article