Mindfully fashioned: Sustaining style through product value retention

In the ever-evolving landscape of fashion industry, the pursuit of sustainability and mindful consumption has emerged as an imperative. This study presents an innovative and integrated framework that amalgamates the Structural Equation Modeling (SEM) and Artificial Neural Network (ANN) approach. This comprehensive framework explores the dynamic interplay between Sustainable Mindfulness (SM), Product Value Retention (PVR), Brand Loyalty (BL) and Circular Practices (CP) in the fashion domain. The study underscores Theory of Planned Behavior (TPB) as the theoretical foundation, shedding light on how attitudes, subjective norms, and perceived behavioral control shape SM and, subsequently, PVR. This study explores into the multidimensional aspects of sustainable fashion, enabling a holistic understanding of the nuanced relationships between PVR strategies, and sustainable consumption attitudes. The study sets the stage for a more harmonious coexistence between style and sustainability, charting a course for the fashion industry that values mindfulness, longevity, and environmental responsibility. The findings offer actionable insights for fashion managers, emphasizing strategic approaches to enhance sustainability, consumer awareness, and circular initiatives in the industry. This study not only advances theoretical discourse but also offers actionable insights for fashion brands and policymakers aiming to foster SM among diverse consumer segments. It sets the stage for a more harmonious coexistence between style and sustainability, charting a course for the fashion industry that values mindfulness, longevity, and environmental responsibility.