Unlocking sustainable fashion consumption: How to bridge the attitude-behaviour gap?

Abstract

This paper examines the relevance of the circular economy concept as a means to operationalise sustainability. Since the fashion industry is one of the top polluters in today’s economy, this paper investigates ways to implement sustainable fashion business models embedded in a circular framework. Consumers must take part in the sustainable transition of the fashion industry, which is supported by their increasing concern for environmental and social issues overall. However, it appears their consumption behaviour does not always match their values and attitudes toward sustainable fashion. This study investigates the underlying reasons to such an attitude-behaviour gap, and explores external moderators of sustainable fashion based on previous qualitative studies. Through a quantitative research, this paper seeks to assess the magnitude of the attitude-behaviour gap and measure the influence of certain enablers of, and barriers to sustainable fashion consumption in Europe. The results are extensively presented in a multiple regression model, as self-enhancement values and a preference for locally produced garments are confirmed to encourage the purchase of sustainable garments. Besides, a negative correlation between respondents’ trust in fashion brands and their consumption levels is unveiled by the quantitative study. The discussion of the results provides means to leverage the above-stated drivers of consumption, and invites the reader to reflect on other ways to overcome certain barriers to the expansion of sustainable fashion markets.